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GSL 2004: Ubisoft to increase in-game advertising

Ubi go more commercial

Just when the company was high with the respect of gamers after releasing such seminal titles as Splinter Cell and Far Cry they go and decide to take a big step backwards. In an announcement that has no doubt pleased the moneymen but will cause far more frowns than smiles amongst gamers, Ubisoft Netherlands are going into partnership with Down Under In-Game Advertising.

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DUIG are one of Europe's largest peddlers of in-game advertising, a blight on gaming that has been spreading ominously over the last few years. While the announcement will concentrate on the Benelux market unsurprisingly the word is that projects for the international market are already under development.

"It is clear that DUIA's success lies in our understanding that all parties involved in this emerging channel have respective interests and objectives. It is not good enough to simply stick a brand name in a game and call that in-game advertising. In-game advertising demands a much more aware, creative and commercial approach, and if done effectively will help both publishers and advertisers reach their respective goals and ad value to the player. This is something DUIA and Ubisoft both understand and agree on", says Andrew Hooke, Commercial Director of Down Under Ingame Advertising. "We are delighted with this deal between our two companies. Ubisoft has an outstanding portfolio of games that provide excellent opportunities for advertisers, and we believe this announcement is further validation of DUIA's positioning as a leader in this market."

Edwin Groeneveld, Managing Director for Ubisoft Netherlands said: "Ubisoft believes that working with advertisers and quality brands that are not necessarily part of the games market, is a logical step for the games business and will help grow the games market as a whole. Ubisoft already has great experiences in this business and are pleased to further develop this emerging market with DUIA, who have proven to be a leader in this field."

While it is understandable that companies will want to maximize any potential revenue streams, the fact that gaming has remained one of the most advertisement free forms of media has increased the escapism factor that attracts so many gamers to this form of entertainment.

1. i wrote an article in german about in-game-advertising, find it here: http://parasew.5uper.net/archives/2004/10/massive_spiele.html#more

   parasew Wednesday, 20 October 2004, 16:48:18