TV Ads in PC and Console Games? Yes, But Only With Player Permission
The possibility of the appearance of commercials straight from television in games on PC and consoles through the platform PlayerWON is not an inconvenience, but giving power over this type of advertising into the hands of players. At least that's what Simulmedia says in a new article.
Some time ago we informed about the debut of PlayerWON - a platform enabling to display what is basically TV ads in video games. The reaction of the players was - as you can guess - far from enthusiastic. Perhaps that is why Simulmedia decided to show its project in a slightly different light - as giving control over ads in free games to the players.
Dave Madden, formerly of WildTangent Games and Electronic Arts, discussed the details. Firstly, he dispelled fears about using PlayerWON in paid games (so-called buy-to-play). The platform is supposed to support only free titles. Secondly, in a way he referred to the stereotype of ads in games, which - not without a reason - are infamous for their intrusiveness and impossibility to skip them. Madden makes it clear: with PlayerWON it's the players who'll have the last word:
“The introduction of advertising into these massive and fast-emerging media platforms will require managing a delicate balance centered on a single, simple and unbreakable precept: The gamer is in charge.”
Fine words aside, in practice this means that the players never see ads unless they want to. Even if they start watching a spot, they can still stop the "screening" at any time. Of course, PlayerWON encourages the players to check out the bonus content, but Simulmedia assures that these will only be gifts that "enhance the experience" of the game, but not give anyone an unfair advantage.
Most interestingly, Madden justifies the particular shape of the project with... the demands of the players. As we wrote in a previous post, Simulmedia has been testing PlayerWON for a year, and conducted intensive environmental research among fans of digital entertainment before that. The result: 77% of surveyed users said they would gladly spend 15-30 seconds watching an ad in exchange for in-game bonuses. Game developers also benefit, as such gifts encourage people to play the game more often.
Madden also emphasized that PlayerWON doesn't deliver typical and - let's be honest - usually low-quality mobile ads, but de facto TV spots (let's face it: some of them can be even funny). It is doubtful, that these (otherwise reasonable) arguments will convince everyone, but it does not discourage the project's creators. On the contrary, Simulmedia wants the platform to become a standard on the market within 12-24 months.
