The boss of EAs free-to-play department, Ben Cousins, has said that in-game advertising has not achieved what the company's expected and has now become less of a priority over microtransactions.
Speaking to Edge magazine, Cousins explained that the publisher wasn't generating much ad revenue from the venture. While it probably sounded like a good idea at the time, the reality is that in-game advertising didn't achieve the level of growth EA was expecting.
The proof can be found in the company's free-to-play online titles Battlefield Heroes and its successor Play4Free. "We thought we'd do in-game advertising and virtual goods sales, and one of those took off really fast and the other hasn't really taken off at all," Cousins said.
In-game advertising isn't to be dropped entirely though. The exec remained optimistic about the venture, highlighting that more targeted examples would prove to produce more effective results.
What do you think of in-game advertising? And does it distract you from your games playing or not? Any thoughts, feel free to post them in the Comments section below.
Source: Games Industry Biz
Speaking to Edge magazine, Cousins explained that the publisher wasn't generating much ad revenue from the venture. While it probably sounded like a good idea at the time, the reality is that in-game advertising didn't achieve the level of growth EA was expecting.
The proof can be found in the company's free-to-play online titles Battlefield Heroes and its successor Play4Free. "We thought we'd do in-game advertising and virtual goods sales, and one of those took off really fast and the other hasn't really taken off at all," Cousins said.
In-game advertising isn't to be dropped entirely though. The exec remained optimistic about the venture, highlighting that more targeted examples would prove to produce more effective results.
What do you think of in-game advertising? And does it distract you from your games playing or not? Any thoughts, feel free to post them in the Comments section below.
Source: Games Industry Biz
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