Anarchy Online: In-Game Ads Move Forward

Dana · July 2005

Funcom has sent word that a new era for advertisement in-game has begun in Anarchy Online. Here are the details:

New Era for Advertisement in Games begins with Anarchy Online
Funcom once again brings innovation to the games industry with the introduction of video ads within its blockbuster hit Anarchy Online.

Durham, USA July 25, 2005 Funcom, developer and publisher of top video game titles like Anarchy Online and The Longest Journey, has once again broken away from the pack to bring a bold new direction for advertisement in videogames. By working in conjunction with Massive Incorporated, creator of the worlds first video game advertising network, Funcom is now offering dynamically delivered video ads in Anarchy Online. The new advertising elements accompany the dynamic billboard ads introduced earlier this spring.

In Anarchy Online the video and audio ads start playing on billboards or other appropriate locations when gamers enter select areas or zones within the game. This ground-breaking new advertising element has two distinct applications; it can be used to dynamically deliver television equivalent 15-second advertising spots, as well as audio messaging. The advertisements, using a combination of code created by Massive Incorporated and Funcom coders and utilizing technology licensed from RAD Game tools, do not increase latency, interrupt gameplay or gather personal information from players. Like the prior advertisements, those opting for the entirely free version of Anarchy Online will see the videos as a natural part of the city environments, while paying subscribers may opt in to view the content. The first video ads were unveiled to players at the four year anniversary for Anarchy Online in June, and brought fictional video advertisements from the warring factions in the game. Now the first paid video advertisements are in, with Panasonic and Channel 4 being the first companies to kick-start the new era for advertising in games.

The visions we have had for Anarchy Online have been given a boost by this technology and the years ahead are now looking more promising than ever before. said Trond Aas, CEO of Funcom. We are once again first in bringing a great new innovation to the market, and by combining what players desire with what we need and what advertisers are requesting we are opening more doors of opportunity for us all. The high professionalism of Massive Incorporated, mixed with our own unique design and technology implementation, have made the advertisements a hit with the Anarchy Online population. Now we set our eyes towards the next ad evolution and Funcom is naturally pleased to be a driving force behind this innovation.

No stranger to innovation, Funcoms Anarchy Online has introduced numerous design and marketing innovations, including the 7 day free trial and the instanced dungeon / mission on demand system, while also being the first graphical MMO in the western world to be offered at no fee. Morten Byom, Game Director for Anarchy Online stated, Ever since we started working with Massive we have seen how positive our players have been about the free subscription and the way the ads have created life in many areas of the game. I now believe that advertisements and games may form a perfect symbiosis in the years to come as long as its tastefully implemented.

This new ability to bring exciting video advertisement to players from across the globe does not only open the door for advertisers, it also enables developers like Funcom to toy around with a wide variety of new design and marketing opportunities. Someday games like Anarchy Online might stage live concerts and live appearances, show the latest music videos in the clubs and even deliver in-character newscasts to entertain and inform players. The technology gives numerous possibilities and expands the opportunities for creative game developers.

ABOUT FUNCOM - Funcom is an independent developer and publisher of computer and console games with a focus on action adventure and subscription based online games. Funcom has provided outstanding entertainment since 1993 and continues to expand its track-record of 24 released games to date. Recent successes include The Longest Journey and Anarchy Online. For corporate information please visit http://www.funcom.com. For information about Funcom games visit http://www.anarchy-online.com , http://www.dreamfall.com or http://www.ageofconan.com . Funcom is backed by Northzone Ventures, Stelt Holding and Teknoinvest.

ABOUT MASSIVE INCORPORATED - Massive Incorporated has created the world's first video game network across all platforms. With its patent-pending technology, Massive dynamically serves advertising across the largest aggregated network of premier video game titles and delivers measured results on consumer interaction with this brand messaging. Massive has partnerships with 20 leading game publishers, over 30 blue-chip advertisers, and has served over six million game sessions, to date. Massive allows publishers and advertisers to capitalize on the largest cultural and economic entertainment force in the world. Massive was selected to AlwaysOns 2005 list of top 100 private companies. Massive is backed by DFJ Gotham, DFJ New England, RRE Ventures, NeoCarta, Tobat Capital, and Newlight Associates. http://www.massiveincorporated.com.

[ expand press release ]

gorgeth · July 2005

THe fact that funcom is shouting this from rooftops... is sad.. and bizzare..

Fact: the ads by nature do involve personally identifiable information as a person must login to see them (score 1 for lying on funcoms part)

Fact: the ads are downloaded by all players (including paying players) increasing "time to start playing" they further do ad even more client lag across the board as the system tries to play these ads in a game engine that is widely known in the industry to be one of the worst game engines (lag, crashes, hardware incompatibilities the list goes on and on)

Fact: Funcom is desperately trying to keep its few paying players around via sucking in "free players" clearly this is not working as on any given day/night at any hour the server is a ghost town.. other than a few bots spamming chat channels.

In short? this is not a newsworthy post here.. maybe on a spyware/adware/etc site this would be news.. here it should be posted with editorial content shouting down the practice from the highest rooftops..

WHY on earth would *anyone* opt in to see this junk? answer: because you do not opt in.. you have to specifically opt out.. and in doing so you have to find and figure out where this option has been hidden away in the interface from hell

jfrizzo · July 2005

I, for one, applaud the idea of in game ad's for mmo's.

I love the games, but I *hate* paying a monthly fee to play them. If this would offer me an alternative to paying a monthly fee, that would be great.

I'd happily wear endorsements on in-game gear, etc.

-FN- · July 2005

Too bad Neocron's had in-game ads from real companies (e.g. Alienware) for a long time ::::34::

But good for AO nonetheless - good financial venue to follow.

Voqar · July 2005

I don't mind the monthly fee for MMORPGs.

I do not ever want to see advertising in my MMORPG worlds.

I'd pay MORE to play on servers with less immature players, no immersion breaking names, and more GMs, particularly proactive GMs that do something other than respond to user tickets.

ThePhoenix · July 2005

This won't work in all genres of mmorpg's. You can get away with it in modern or futuristic settings, but I don't think we'll find it very 'immersive' in a fantasy setting to have a town crier shouting about the "Great New Taste of Pepsi One", or have some magical projection telling us we need to buy Sony Electronics......... ::::07::

Oh please no.... don't let it be so...... I just had a flash of in game Pirates hawking Capn Morgan's Rum! AHHH!!!!!

::::18::

jfrizzo · July 2005

I could totally see billboard ads in the subway in WoW, for instance. If Blizzard designed it as artistically as they did the rest of the game, then the ads would fit in the tunnels perfectly, perhaps interspersed with in-game advertising.

"See my new Nike longsword?"

Aralith · July 2005

I agree that in a futuristic setting like AO has, ads either real or fictional would be expected. I have not problem with this idea on Funcoms part. If you pay for the game, you can opt out easily enough, it's not hard to do. If you don't and are on a free account, then it is your contribution to keep the game free for youself and others like you. I am sure other companies will find other ways to profit from the time players spend online rather than just the flat monthly fee. EQ2 has their Station Exchange project and I expect other games will follow with similar or better ideas to generate revenue. It is business after all.

Blomvik · July 2005

I think its great! Free MMOGs. I like it alot! As long as it doesn't come as pop-ups on the screen.. If its like posters on the walls, its fine. ::::28::

Stuka1000 · July 2005

Originally posted by jfrizzo

I, for one, applaud the idea of in game ad's for mmo's.
I love the games, but I *hate* paying a monthly fee to play them. If this would offer me an alternative to paying a monthly fee, that would be great.
I'd happily wear endorsements on in-game gear, etc.

They will expect you to pay as well as see the ads, nothing is ever free in this world. What next, Orcs running around in coca cola baseball caps in EQ2 perhaps? it's a dark day for mmorgs.

Puoltry · July 2005

On the one hand if you were doing the "free" version and were forced to watch it if you were in close proximity it would suck.I dont know ive got some mixed feelings about this idea in general.

I do think it sux that a company like funcom that MAKES money on AO is forcing advertisement down its players throats free or otherwise.

Sobish · July 2005

I don't have a problem with an add or so as long as it is within an appropriate setting. Like was said, "on a billboard in subway" As long as it's not like on television; "We interupt this game for a word from our sponsor" That would really suck!!

Maybe exclude ads from paying customers and only make the free-loaders view them?

I'm very suprised this sorta thing, ads in game, hasn't been done more. Up to this point i think we've been very lucky ad free.

Seravajan · July 2005

As long paying customers can disable the ad, I don't mind it.

But I hope this will not go too far.
Imagine this:
The game crashes with a pop up screen:
"This crash was presented to you by AOL!" ::::04:: ::::35:: ::::39::

kuza55 · July 2005

Well, what can I say, I personally approve of it (And yes I play the damn game, and I'll be paying for it too, very soon anyway, *mutters somethnig about postal systems being so freaking slow*)

I think that one reason people are scorning this is because they haven't seen how its been implemented here. Even before FunCom introduced comercial adds into the game they had billboards for in game things, like yalmahas (fliying vehicles), and such, among other thing like the factional ads mentioned in that release. they even had a competition where the best 4 bill-board images created and submitted to a contest would be displayed on the billboards. I have seen the new video ads and my response was simply: wow, that was cool, and it wasn't a lie about it not increasing loading times, it was actually quite accurate about it not increasing lag, even though the engine is pretty dodgy and neds a complete overhaul (or even better: lease the SOURCE engine, and mod it, :P), but this particular addition has been implemented well.

And i think one thing that has made the ads (so far, I can't comment on what I haven't seen) work well, is the fact that they seem to fit the setting. You won't see a random bill-board in the Shadowlands, or an Alien Ship, but you will see them in towns, the abandoned subway dungeon, in missions (dynamic dungeons), which are set in a sort of run-down-subway style of setting, you won't see them hunting outdoors anywhere, and I for one have not heard anything negative about them from anyone, who is actually in-game, some people may not like them, but like they said, just turn them off, and it'll go back to the AO ads which are completely in style with the game. but when you've got sci-fi style ads in a sci-fi game, all I can say is it pretty much fits, and I think its a step forward..........

.....Like i said: I approve.......

Mysk · July 2005

Originally posted by ThePhoenix
This won't work in all genres of mmorpg's. You can get away with it in modern or futuristic settings, but I don't think we'll find it very 'immersive' in a fantasy setting to have a town crier shouting about the "Great New Taste of Pepsi One", or have some magical projection telling us we need to buy Sony Electronics.........Oh please no.... don't let it be so...... I just had a flash of in game Pirates hawking Capn Morgan's Rum! AHHH!!!!!

No, but I could see armor and weapons sponsored by real world companies.

Play for free and you get the uber sword of doom brought to you by Gaia Ultimate Sports, or that sweet suit of armor proudly presented by Under Armor.

::::15::

Znith · July 2005

I don't like ads however... it's nice to have a free option for people to play. Now as for audio ads.. I'm sorry but that is just about going to suck. The video billboards I can deal with but the audio is going to kill any type of immersion.

Wardrop · July 2005

Ok lol this is a funny topic.

I Pay to escape real life for a hour or so a day through a MMO.

Now they want me to endure commercials in game from real life products.

i could see it in a game like nascar or something but for a mmo hell no.

If i wanted to pay for commercials then id go watch cable tv, not pay for a game that id have to endure having a companies product shoved down my throat every time i go to a specific area in game.

I don't watch tv as it is except for news channels or movies.

Now i have another reason not to play funcom games. And i thought having the reputation of putting out low quality bugged software was enough. I guess we can add corporate spooning to the list.

This is in my own opinion of course.

after buying all the expansions to learn that they were riddled with major bugs with no patch to boot, and after reading countless forum topics of people that have been having the same issues i had for a much longer time, i cant stand companies like this and will never buy another funcom product ever.

TempEcho · July 2005

I think this is something good.
Many people cannot pay for MMORPGS , because they arn't in possesion of a credit card yet , or because their parents won't let them pay for online services. This would be the solution. And as long as it is used only on free players I don't see a problem. Just like premium TV (Channel + etc.) , you pay ,a nd you don't see those ad's no more.

Only they have to watch out with the audio...

yiftafr · July 2005

I didn't see any video ads.

In which zone do you see them?

TempEcho · July 2005

Maybe they're not implemented yet?
If they are implemented , try looking around in West Athen , Old Athen , Borealis , or one of the Rome city's.

yiftafr · July 2005

I didn't see any video?

It should be on plasma screens somewhere but where?

I'm not that expirience in this game but very curious about this new ads concept.

Does anyone saw them?

Thanks

Rikimaru_X · July 2005

All i know is that half of this isn't new news. I honestly do rembmer seeing this when they started doing the ads thing. And nope, see no videos.

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