EA’s In-game Ad Deals, BF2142 Targeted

EA has signed deals with IGA Worldwide and Massive Inc. to serve advertising in their games. One of the first games to use the in-game ads will be Battlefield 2142, which we’ve covered extensively the past few days. EA says this would mean “new, realistic brand presence integrated into contextually relevant game environments”.

EA’s David Gardner defends in-game advertising and says,

“The debate ends this year. It’s here, let’s get on with it. In-game advertising adds credibility depending on the product. We’re not talking about US TV-style ads that are constantly interrupting the experience. [In-game ads are] part of the fabric. We just have to get on with it, and as creators, we must fit it in seamlessly.”

Somehow I’m having a hard time believing that. What’s so realistic about in-game ads in a high paced multiplayer shooter set in the 22nd century? Of all the games at EA’s disposition, why choose BF2142, or a game that requires the up most attention from the player? Maybe it would suit The Sims 2 better, and the countless expansion packs.