The question of advertising within games has once more reared its head. EA have recently announced that they expect to source the entire development costs of most, if not al of their sports titles, through advertising. They have said nothing about reducing the price of these games, of course.
These games are not RPGs. Sports titles, by their nature, do not suffer from in-game advertising. The presence of billboards and corporate logos only adds to the sense of realism.
Another aspect of realism is that if games companies can find ways to offset the ever increasing costs of developing games, they will do so. The purpose of this article of not to fight against such a move, but to look at ways it can be carried out constructively.
Firstly, consider the sci-fi, or ‘next-week' settings of RPGs. In these games, does it make a difference to gameplay if a character chugs down a Pepsi instead of a Nu-Cola? Not really. As well, if those flickering electronic billboards are actually advertising a real product, does it detract from the game's atmosphere? Not necessarily. In some games, having real products advertised will only add to the atmosphere of realism. Why not have a Microsoft Tower in Neocron? At least you could spray paint on the walls!
As long as there is a little thought involved, advertising can blend into these games in a way that does not detract from the atmosphere. You may even have a Pepsi next to you the next time you play.
However, the advertising industry is not one noted for original thought. Fortunately, there are lots of creative people at work in the computer games industry, and these people will (hopefully) be responsible for placing advertising content in a seamless way.
Fantasy role-playing games are a different matter entirely. Their very setting means they are not appropriate for much of what we normally associate with advertising. ‘McDonalds Trinsic 3 leagues' is not a sign I wish to encounter in UO, for example. "When in Athkatla, eat at KFC." No one is suggesting that kind of advertising. I'm sure we all have our own advertising nightmares sometimes. I won't burden you with mine. Any advertising in fantasy role playing games has to be done with tact and with thought. Fantasy games have their own industry that is built around them. There are an awful lot of fantasy products, so if a gift shop in Forgotten Realms contains goblets and statues you can really buy, would you mind? How about if real blackmsiths (yes, they are around) sold their services through a particular town armoury? Would this bother you? For how much longer can we expect to play RPGs that are free of any kind of advertising? What kind of advertising is acceptable to you? If the answer is none, you may be in for a bad time. Any move in advertising might also lead to a move away from fantasy RPGs, and a trend to make sci-fi RPGs instead, as these would be able to access a better advertising market. In the fantasy examples above, someone who makes swords and breastplates as a hobby won't be able to pay as much as Pepsi to advertise their wares. Also, large companies are actively looking for places they can advertise their products, smaller companies and individuals generally have to be convinced that the advertising would work. This means more work for the companies making fantasy games, with less returns. Or they could stick to making games without advertising. This might not be a decision in the hands of game developers, though. Don't fear advertising, but be aware the last few years may represent the Halcyon days of fantasy RPGs.
Advertising is supposed to have some benefits for consumers. I'm not advocating open slather of one and all. So what are the supposed benefits? Well, lower prices, for one. Print magazines, for example, would roughly double in price without advertising. Will computer game prices fall as a result of this? I would at least expect prices to stabilise. The other benefit is that as consumers, advertising increases our choices as we become aware of competing products. There's no obligation to buy what you see. You might not buy a replica suit of armour in the Spanish 17th century style, but I'm sure you wouldn't mind looking at the pictures, right?
Don't be in denial, advertising in games is coming. In fact it's already here. What's been discussed above is the minimal, product placement approach. No one wants banner ads coming at them while they play a game, online or offline. But you can bet there are companies looking at ways to do this.
