Sony recently signed a deal with the advertising firm, Double Fusion, to begin publishing dynamic video adverts on the popular PlayStation Network racer, WipEout HD. Both high definition and standard definition ads were incorporated into the loading screens of the game. Double Fusion claim that the ads have been designed "to contextually match the game's sleek futuristic design," but it's hard to see how products and services available in 2009 are anything but out of place in the world of WipEout.
Jonathan Epstein, CEO of Double Fusion, said these ads were "responding to advertiser demand and offering an engaging ad format while pushing in-game ad innovation to a new level."
"The title is one of the most popular and visually stunning available on the PlayStation Network and a perfect vehicle to connect advertisers to a captivated audience. It comes as no surprise that advertisers have already signed up for WipEout HD even before the launch of the new video ad units in the game," he goes on to say, and also mentioned that Double Fusion plans to incorporate these style of ads into a "handful of titles" by the end of the year.
We can see this working in some games, on a non-intrusive billboard or graffiti logo whilst playing GTA, for instance - or to support the developers of free-to-play titles. It just seems very unfair that advertising publishers are trying to make a profit from in-game adverts for games that the customer paid full price for!
Real-time comparison of load times with and without the new ads:
Now, this update wasn't even downloaded in the usual "you must update to play" manner that Sony usually uses, such as with the PS3 firmware. These were stealthy ninja updates performed without any sort of consent from the customers that have already parted with their money. The WipEout HD community was quick to criticise the increased load times, by almost double what it was without the new ads, such as on the video above. Sony has responded to this feedback with haste, and has now removed the loading screen advert, at least for now.
"The ad has been removed from WipEout HD and we are investigating the situation to ensure that any in-game advertising does not affect gameplay," a Sony spokesperson told Eurogamer.
If you would like to get in contact with us, to give us suggestions or feedback, or if you have a general complaint, you can reach us at admin@psbeyond.com.
For more specific requests, please click any of the links to the left to browse various site information pages.
