October 19, 2006
In-game advertising within Battlefield 2142—paying for advertising
Though I’ve yet to personally see any advertisements within Battlefield 2142, there have been rumors and statements floating all over bulletin boards and such regarding in-game advertisements and the alleged “spyware”.
Released from DICE games:
Because BF2142 delivers ads by region, the IP address of the player is used to determine the region of the player and helps serve ads by region and language; for instance, a player in Paris will be presented with ads in French. Note that this IP address is not stored on the advertisement server and is not repurposed for other uses.A unique ID number is anonymously assigned the first time the player joins a Battlefield 2142 online game. It is stored locally on the PC but is not linked to any personal details.
The in-game advertisement gathers what we call “impression data”, such as location of the billboard in the game or duration of advertisement impression. It helps see how many people have seen an ad - but not who has seen it.
We are also conscious that the advertisement shouldn’t distract the player from the overall gaming experience, so all ads fit in the unique environment of each level in the game. The content of the ads is also controlled to ensure that no offensive content is displayed in Battlefield 2142.
There are two things that bother me about in-game advertising, particularly for a game set at the year 2142:
1. We’re seeing ads for present-day companies running ads in a futuristic setting.
So companies like Subway can place their annoying, present-day logos in a futuristic, semi-apocolyptic setting, where the world is literally freezing over (and has been for a long period of time) and the various factions of the earth are fighting over small regions of inhabitable land. Sure I don’t mind seeing a torn up billboard as a part of the scenery, but it should NEVER capture my attention and distract me from my objective—to obliterate the other team’s players.
Advertising companies get paid to distract us in real-life with their big-ass billboards and signage all over the streets and highways. They litter the landscape with crap with the sole intention of filling the space in our minds with their brands. I don’t want to deal with that in a game, thank you. If I want to be assaulted by ads, I’ll buy a NASCAR-sanctioned game.
2. The second thing that perhaps bothers me even more than item number one, is that you’re PAYING to be advertised to.
You can equate that to subscribing to Sirius Radio Network and having to listen to advertisements in between songs. No one in their right mind would put up with that…why should gamers have to put up with being ADVERTISED TO within a game that they’re PAYING FOR??????
EA Games and DICE have really lost it. Between the serious bugs with their game and insisting that we be advertised to AGAINST OUR CHOICE, I don’t think that I will ever buy a game from them again. No thank you.
If you feel similarly, I encourage you to head over to the EA Games forums and post your thoughts to them. They need to know how the general gaming community feels about these poor choices. Sure some rich executive thinks it’s an innovative way to make more money…but I say “NO”. If they insist on generating revenue from in-game ads, then they can afford to drop the price of games to something that’s more appealing…say $25 instead of $50.
Tell EA and DICE where to shove the ads… up where the sun don’t shine—where all the lousy games go to collect dust and general criticism from the gaming community.

October 19, 2006, 4:43 pm
Filed under: Gaming
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