IGA putting ads into Counter-Strike

Valve signs agreement for its popular online first-person shooter with the in-game advertising firm that worked on Battlefield 2142.

In-game ad firm IGA Worldwide announced today that it landed one of the biggest fish in the online gaming pond, signing an exclusive agreement with Valve to provide dynamic advertising to the first-person shooter Counter-Strike. IGA Worldwide hasn't said what form its ads will take in Counter-Strike or when they will first begin appearing. The firm most recently found itself in gamers' crosshairs after a disclaimer about the company's in-game ad technology was included in boxed copies of Electronic Arts' Battlefield 2142. When users claimed the disclaimer was a cover for installing spyware on users' machines, IGA CEO Justin Townsend strenuously denied the accusation and said the only data the company retrieves from a user's computer has to do with where they live (so localized ads can be targeted), as well as what ads they see, how large, and from which angle.

285 Comments

  • Clouduot

    Posted Dec 20, 2006 4:05 am PT

    bobbetybob
    you're gonna stop playing a certain game because it has ads in? get a life... lol your comment is neck deep in irony...

  • datbush

    Posted Dec 20, 2006 3:58 am PT

    if this is for one 1.6 only im betting cz is going to get a lot more players soon. you people saying this is a good thing need to take that coprerate **** out of your ***

  • zeroking420_666

    Posted Dec 20, 2006 3:55 am PT

    Maby it will make the game better.

  • gsx1100

    Posted Dec 20, 2006 3:52 am PT

    I couldn't give a toss either way,we surounded by ads everywhere already.Just look at Gamespots front page.

  • bobbetybob

    Posted Dec 20, 2006 3:49 am PT

    you're gonna stop playing a certain game because it has ads in? get a life...

  • maverickexe

    Posted Dec 20, 2006 3:48 am PT

    It's kind of funny when you notice them in 2142 for the first time, I hope they are'nt to annoying in CS.

  • The_Mad_Nutter

    Posted Dec 20, 2006 3:32 am PT

    why valve why?

  • OfficialBed

    Posted Dec 20, 2006 3:20 am PT

    *sigh....

  • smiddyman

    Posted Dec 20, 2006 3:11 am PT

    You either start seeing ads ingame or you start paying more for your games, it's as simple as that.

    I play BF2142, believe me, you don't notice it.

  • JyePhye

    Posted Dec 20, 2006 3:02 am PT

    Wow. You have got to be kidding me. Counter-Strike used to be my favorite online FPS -- such is no longer the case. Let this be a message to Valve: I will no longer be playing Counter-Strike. Thanks.

  • marc_hughes

    Posted Dec 20, 2006 2:31 am PT

    .......And Counter Strike was such a good game too. Ah well, maybe when Counter strike's huge player base drops becuase people don't want to agree to spyware adds companies will stop selling their games to IGA. I mean this kind of thing you might get away with with an EA game, but alot of people who know what spyware is play Counter Strike.

  • Doolum

    Posted Dec 20, 2006 2:18 am PT

    i canr believe that..
    And now i have another game crossed out of my list....

  • NnyCW

    Posted Dec 20, 2006 2:04 am PT

    I'm just against the fact that games are costing more and in game ads are increasing.
    They sign an ad deal and cut $10 off the price of the game when you buy it, my qualms disappear.

  • Fear2Itself

    Posted Dec 20, 2006 1:56 am PT

    I really hate in-game ads.

  • Britesparc

    Posted Dec 20, 2006 1:33 am PT

    Who gives a toss if there's ads in a videogame? Personally, if I was in Piccadilly Circus or Times Square in a game, I'd want to see actual show billboards and a giant neon Coke sign. Obviously it's all relative, and I don't like seeing ads for contemporary products in a futuristic/fantasy game (that's just nine kinds of stupid), but I don't see anything wrong at all with some modest advertising in Counter-Strike (it's set in the present day, after all).

    However, FPSs probably aren't best for this type of advertising - product placement is probably a better deal, eg. having a drinks dispenser read "Pepsi" or having actual licenced cars.

    But advertising isn't evil! It pays my wages!

  • Glordit

    Posted Dec 20, 2006 12:51 am PT

    Can some see... Smith & Weston!? Ads every where!
    Dynamic Weapon Prices was a disaster, what will Ads do?

  • TW2004

    Posted Dec 20, 2006 12:29 am PT

    lol next it will be like "pay extra, to remove the ads"

  • Kcube

    Posted Dec 20, 2006 12:25 am PT

    I'm not buying ANY game that forces me to view Ads,Simple as that.
    SO the devs think "Well they won't they can't resist" think again

  • SpiderFreak

    Posted Dec 20, 2006 12:03 am PT

    CrapfullyCrap said
    "BOOOOOOOOOOOOOOO! Booooo! Bow down to the queen of filth! Bow down to the queen of garbage!"

    Heh. Princess Bride."

    That movie was awesome.

    Valve, ya lost many internets today. I know it sounds extreme, but I might just say goodbye to any future Valve products. Portal looks awesome, but I'll bet you anything that'll end up filled with ads, too.

    SF

  • Dylanius

    Posted Dec 19, 2006 11:58 pm PT

    WHO CARES?! HONESTLY!

    Im way too busy annihilating my opponents to notice the ads telling me what to drink and what to buy. Only when giant banners start stretching across the top of the screen and/or popup ads start appearing in games will I begin to go apesh--.

  • -sharp-shooter-

    Posted Dec 19, 2006 11:38 pm PT

    i bet if there is any hads in halo 3 man ppl are going to committ suicide i swear OMFG TEH ADS ARE GOING TO RUIN GAMES OH NOES!!!!

  • brok

    Posted Dec 19, 2006 11:32 pm PT

    QUOTE>darklurker1: "...it reminds of how EA is destroying the gaming industry. Glitch filled products, half assed remakes, in game ads, and overall crap production and replay values, except for BF series."

    ESPECIALLY the BF series.

  • xitwound117

    Posted Dec 19, 2006 11:19 pm PT

    Yeah. I don't get the whole in-game advertising thing. Do you see any in Halo? Gears of War? Civilization? That's right marketing monkey, get away from the development process! You foul it with your presence!

  • kambion313

    Posted Dec 19, 2006 11:16 pm PT

    this acctually hurts....counter strike started as a mod and now its part of the "beast", im completely dissapointed in valves decision, whats next a soft sequel to half life 2??? oh crap........if episode 1, 2 and 3 are "like playing HL3" then it is!!!!!! smile, they are taking our childhoods away, video games WERE an escape, but now every time i play i need to be reminded to pay my cell phone bill or go to my local scion dealership....this sucks, the day mario is wearing a yankees hat i throw my games out the window and start jogging

  • P1zzaman

    Posted Dec 19, 2006 11:12 pm PT

    I have yet to see any ads in BF2142

  • SoulPsychadelic

    Posted Dec 19, 2006 11:04 pm PT

    I'm not going to want to buy products that are advertised in games I play I will not buy them out of spite.

  • capthunt

    Posted Dec 19, 2006 11:00 pm PT

    meh... i dont play that crappy game anyways. and ive stopped playing 2142 cuz its really not that great at all so i dont need to worry about ads weeeeeeee

  • elliooo

    Posted Dec 19, 2006 10:52 pm PT

    Terrible news for gamers. If they can sell Counter-Strike without ads for years, why do they need to introduce them now?

  • darklurker1

    Posted Dec 19, 2006 10:47 pm PT

    SoralinkGS: Ads dont make the world go around when the goal of the product is immersion. Nothing ruins the tense atmosphere of a game more than an ad for Burger King. It would be understandable to have ingame ads if the game was discounted. But since it is not there is no reason for the ads other than greed. Other businesses, i.e. radio and tv, only use ads to cover their costs. I think Valve is making a terrible decision. You should never copy EA... BTW the blank billboards really do detract from Spyware Field 2142, every time I see them it reminds of how EA is destroying the gaming industry. Glitch filled products, half assed remakes, in game ads, and overall crap production and replay values, except for BF series.

  • sciss0rz

    Posted Dec 19, 2006 10:46 pm PT

    old news zZzzz

  • Passa91

    Posted Dec 19, 2006 10:36 pm PT

    I still don't understand why they bother, the advertising is not really going to be that effective at all. Who is going to see an ad in-game, then close down Counter-Strike Source just so they can go to the site in the ad or whatever.

    Amazingly stupid stuff, I do agree however that what IGA is doing isn't dangerous really, however implementing in-game advertising sounds like another bug fest waiting to happen. As if Counter-Strike Source didn't lag enough as it is.

    Games should have that pure thing about them, they should be immersive. Having in-game advertising really kills the atmosphere of the game, Battlefield 2142 is a great example.

  • SoralinkGS

    Posted Dec 19, 2006 10:28 pm PT

    why is everyone flipping out about ads? its what makes the world go round...

  • ng_gavin

    Posted Dec 19, 2006 10:28 pm PT

    Those bastards. Valve is getting freaking greedy.

  • ALLoY1717

    Posted Dec 19, 2006 10:05 pm PT

    In game ads make me laugh. Imagine if you stoppped in a GEARS game to read and ad you would get your ass killed! I'm sorry if I am playing online I don't have concentration to spare.

  • Narwaffle

    Posted Dec 19, 2006 10:03 pm PT

    CrapfullyCrap said
    "BOOOOOOOOOOOOOOO! Booooo! Bow down to the queen of filth! Bow down to the queen of garbage!"

    Heh. Princess Bride.

  • yinyang3

    Posted Dec 19, 2006 10:01 pm PT

    As long as they don't go over board on ads, it's okay.

  • AaronLeonay

    Posted Dec 19, 2006 9:55 pm PT

    I think it's kinda cool, it would definitely add to the realism in some levels, as long as they don't put them in stupid places. Billboard of Mountain Dew in that casino level = awesome, flashing neon sign for McDonalds in Dust = not so great.

  • CrapfullyCrap

    Posted Dec 19, 2006 9:53 pm PT

    BOOOOOOOOOOOOOOO! Booooo! Bow down to the queen of filth! Bow down to the queen of garbage!

  • VladimirCrow

    Posted Dec 19, 2006 9:44 pm PT

    Damn it, they should at least drop the price now.

  • Dace67

    Posted Dec 19, 2006 9:36 pm PT

    I am saddened by this news.

  • Tungsten88

    Posted Dec 19, 2006 9:35 pm PT

    First dynamic pricing and now this? What are we coming to? This is a terrible decision! I don't want to see a giant flashing sign advertising Pepsi when I'm busy headshotting someone! I also don't want any of my information being sent to an advertising agency.

  • HostileEffect

    Posted Dec 19, 2006 9:30 pm PT

    My CS1.6 and source just screwed up on me again and the thought crossed my mind of just dropping the game... After all... ArmA and C&C3 are only a few months away if not weeks.

  • m3ds

    Posted Dec 19, 2006 9:24 pm PT

    I basically don't mind this so long as the ads aren't two huge and don't effect gameplay in any way. I don't really mind it when some clans have a clan spray on the wall. You guys (and girls if you really are out there) probably won't even notice the ads after a couple of rounds.

    Edit: And I've also heard rumors that this will be coming to source eventually.

  • o_sausage

    Posted Dec 19, 2006 9:23 pm PT

    it's not that big of a deal ads allow people who generally don't make much money to get a raise in pay

  • SnuffDaddyNZ

    Posted Dec 19, 2006 9:15 pm PT

    This is a disgusting practice that must stop if the rest of the world is to take games seriously as an artform.

    EDIT: Sharp-shooter, I just HAVE to respond to your comment. I DON'T listen to the radio, and the ONLY time I watch TV is when I watch sports. Therefore I CANNOT STAND any form of advertising as I am not used to it, and I pay a subscription to Gamespot for the purpose of getting rid of advertising. I don't read the newspaper either because I don't like reading out of date news.

  • rain07ke

    Posted Dec 19, 2006 9:11 pm PT

    oh check the billboard in the game, Intel Core 2 Duo!!!

  • patmacfad

    Posted Dec 19, 2006 9:10 pm PT

    I didn't think the Battlfield 2142 billboards were really that annoying. I didn't notice them until I read about people complaining about them. Heck, if anything, it makes it feel more down to Earth. Or at least as "down to Earth" a war game set in 2142 can get.

  • Destroyeron13

    Posted Dec 19, 2006 9:09 pm PT

    Hahaha at CS.

  • VegetaMaelstrom

    Posted Dec 19, 2006 9:03 pm PT

    I hope the next few episodes of Half-Life don't include this IGA garbage.

  • faidon5987

    Posted Dec 19, 2006 9:03 pm PT

    OMFG!!!! and Gamespot has an advertisement at the top right of this page!!! wtf are we all doing on here?!?!?!?!?!?!!?!?!?!

    Oh wait.. nevermind.. I'm not an idiot, and I don't care.

    -3

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