According to an issue of Game Informer (September 2007), “83% of casual gamers indicated their willingness to watch a 30-second ad in order to play a game for free…” (p. 136). Of course, the results of this survey shouldn’t blow anyone in the gaming community out of the water. I imagine we all want to play cheaper and/or free games. Moreover, I can no longer count on one hand how many times I have stood in line at Gamestop and thought about my Mother’s “starving children in Africa” and how much food I might have been able to purchase for those children if I weren’t handing sixty dollars over to the corporate machine. Needless to say, I would love to see prices drop for video games. However, I am also thankful that I haven’t been bombarded by tens of thousands of in-game ads.

Pro In-Game Advertising:

Let’s just get this out of the way – in-game advertising could significantly lower the prices of video games. This is clearly the most important argument for advertising, because I know my pockets won’t be lined with gold any time soon. If that ever happens, you can bet your favorite console I will list my Levi’s on eBay. I would love to spend 20 or 30 bucks for a game. Wouldn’t you? Furthermore, gamers are not the only ones that stand to profit from in-game advertising, so do developers. Just imagine - the commercial wars for Halo 3 would probably have been as heated as those for the Super Bowl. The industry would continue to rake in top dollar on successful franchises and games, thus allowing game development to grow well into the future.

I think something many gamers fail to consider when they first hear the word “advertising” is that most of the advertising put out for what I have termed the VGR or “Video Game Republic,” (the collective gaming community) is typically gaming relevant. In other words, ads are generally about new releases, reviews, trailers, electronics, and a wide assortment of other VGR related activities. I hate to burst anyone’s virtual-reality bubble, but I’d like to point out that if you’re a regular on Gamespot (or any other video game website) you’re supporting advertising! There are advertisements all over that site. Yet, thousands upon thousands of people sit glued to their Gamespot accounts to watch for “new releases, reviews, trailers, electronics, and a wide assortment of other VGR related activities.” Sound familiar? As a community, most of us love advertising. I want to hear about upcoming game releases! I want to hear about new electronics! If you have blogged recently about Halo 3 or any of the other fall releases, you’ve been sucked into the advertising machine just like me.

I imagine that in-game advertisements would be of the same ilk – gaming oriented and geek friendly. You’d get to see a commercial for Mountain Dew’s soda, “Game Fuel,” and trailers for other game releases, and possibly a sci-fi television show that you might find interesting. (Begin Sarcasm) Oh, how horrible, advertising that introduces you to things you might enjoy! (End Sarcasm)

Advertising is what makes our virtual reality world go round and round. This community exists for enjoyment. All ads do is point you in the right direction.

Con In-Game Advertising:

Remember when the radio had fewer advertisements? Of course you don’t. We’re all much too young to remember that. And don’t radio advertisements seem to go on and on forever. Say 15 minutes? I’m not sure, I usually change the channel or pop in a CD so I don’t have to suffer through them. But, believe it or not, the radio used to exist with little or no commercial interruptions. To listen to uninterrupted radio nowadays, you’ll have to sign up for a subscription to Sirius satellite radio, but even satellite radio has commercials every half hour or so. This is what gamers should be worried about – the frequency of in-game advertising and the duration of it. If the game is going to cut in and out of gut-wrenching scenes like a dramatic television series, I want no part of it. And how long am I going to sit and watch in-game ads before I get transported back to my virtual environment? The inherent problem with advertising lies in knowing when enough is enough and I’m not sure I trust developers to make this call.

The wonderful thing about video games is that they are a lot like good books – they transport you to a new environment wholly independent from the environment your body exists in. When I am immersed in a 500 page novel, the last thing I want is for a big banner with an image of Clorox to drop down in front of my imagined reality and denounce all other bleaches in favor of this magical whitening formula. No thanks! I’d like to go back to reading about Kay Scarpetta, thank you. The same goes for a video game. Imagine walking into the final boss scene of Bioshock, your weapons freshly reloaded and your health packs full, ready for the worst fate you can possibly imagine and then suddenly a chorus sings, “The best part of waking up is Folgers in your cup,” and an in-game advertisement shows you the stereotyped man and woman inhaling their fragrant cup of coffee. NO, NO, and NO.

My Solution:

In-game advertising would be great for the consumer and the developer, so I support in-game ads. The most reasonable plan of action would be to make two editions of each game.

I offer up this suggestion. Let the first edition of the game be the discounted version, containing in-game advertisements and the core game. Let the second edition be the full retail version without advertisements. Moreover, the full retail version should contain all bonus features and replace what is currently the “Collector’s” edition. Gamers shouldn’t have to pay more for extras! It is time we eliminated that. This particular plan of action would please both those who have the cash to purchase complete and ad free games as well as those who aren’t as inherently wealthy. And while I’d probably continue to pay full retail for games, I think it is in the VGR’s best interest to expand gaming knowledge in our own community by allowing everyone an equal opportunity to play. Just think of how wonderful it would be to discuss Bioshock with everyone, instead of the elite few that could afford to buy it when it came out.