According to recent reports, one especially coming out of Axios, EA apparantly struck a deal on a new advertising system called PlayerWON. This system was developed as a technology that provides in-game adverts to console and PC games. Basically, if implemented into games, players would be bombarded with streamed adverts throughout the experience in loading screens and menus. It sounds like a money-making machine to me. However, EA Games says they have not looked into this and the reports are false.
In a response to an article on PC Gamers, EA games say that the reports of the company buying this technology to implement into their games are false. EA says that they are still determined to provide the best possible player experience without adverts clogging up their games.
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A statement from EA games read:
“Following incorrect reports suggesting that we are looking to introduce ‘TV-style’ commercials into our games, we wanted to clarify that in-game advertising for console games is not something we’re currently looking at, or have signed any agreements to implement. Creating the best possible player experience remains our priority focus.”
We are not out of the woods just yet, unfortunately. While Axios reported on this news first, other industry insiders also claim to have heard reports that EA Games indeed purchased this PlayerWON technology. While some users claim to be on EA’s side, others say the complete opposite and back up the reports. We will have to see what happens. Of course, if EA has purchased this technology to use, upcoming games may include it going forward.
PlayerWON could also be the future of in-game purchases according to the company. Developers have already begun implementing the tech into their games. One of which is Hi-Rez’s Smite. According to reports, users can watch in-game adverts to earn in-game currency and spend this on cosmetic items. If you have ever played a mobile game you would know most of them work in this way. Hi-Rez says their test phase was a success.
PlayerWON targets gamers between the age of 18-34 who are apparently harder to reach with conventional advertising. Users get rewarded for watching an ad and the adverts need to run their full course before you get your currency. You are also limited to watching a specific number of ads per day.
According to the PlayerWON parent company Simulmedia, 90% of free-to-play gamers never purchase any in-game items. This advertising tech is a way to squeeze money out of them without actually making them spend any of their own money.
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