IGA Ads (Still) Coming to a Codemasters Game Near You
By Chris on Wednesday, August 29th, 2007 at 10:19 AM PST In Codemasters, Game Companies, Games Industry
Back in July 2006, Codemasters and IGA agreed to a deal that would provide in-game advertising in Codemasters games. That agreement has just been extended for an additional three years, and will provide both static and dynamic ads.
“We are very pleased to be extending our partnership with Codemasters,” said Justin Townsend, CEO of IGA Worldwide. “The company’s dominance in the racing genre is one of the most relevant and important for advertisers, with a very high concentration of the valuable 18-34 male demographic.”
If you find this news to be upsetting, you’ll just have to face the facts: as the costs of developing games increases, more and more ads are bound to spring up in games. Whether or not the consumer will ever see in any benefit (in terms of lower MSRPs) remains to be seen.
Of course the gamer won’t see any benefit. Did the price of a movie ticket go down when they started playing ads in movie theaters instead of cartoons before the feature?
I’m actually okay with that, surprisingly. I don’t think it’s a question of reducing the street price so much as it is preventing it from going any higher.