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Codemasters signs up for in-game ads

DiRT developer is the latest company to partner with an ad company for advertising to be placed in future titles.

IGA Worldwide and Codemasters have signed a three-year deal for both "static and dynamic" advertising in "a range of future titles" from the publisher.

Codemasters becomes the latest company to jump on the in-game advertising bandwagon, after Eidos signed a three-year deal with Double Fusion, and Splash Damage announced that online tactical shooter Enemy Territory: Quake Wars would feature ads to offset support costs.

Rod Cousens, Codemasters' CEO, commented on the deal to promise that it, "will not compromise the brand experience or content credibility of our product offerings for consumers."

IGA's ad clients include Intel, Ben Sherman, MTV, FHM, 20th Century Fox, and Amazon.

29 Comments

  • Xbox_Gamer_117

    Posted Aug 29, 2007 12:31 pm PT

    Ads are ok in sports and driving games not in all genres of games.....

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  • ColdfireTrilogy

    Posted Aug 29, 2007 12:04 pm PT

    tclvis

    "Careful! There's a Strogg is behind that Amazon billboard."

    there was my one true chuckle for the day ... nicely said.

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  • N8A

    Posted Aug 29, 2007 9:23 am PT

    I could go for some scantily clad FHM Ladies, but if some stupid MTV Pop Artist is suddenly singing in my game i'll be fairly upset.

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  • woodyhou

    Posted Aug 29, 2007 8:49 am PT

    It's getting out of control. Just look at TV when your show comes back on you get a lower screen pop up advertising the next show ets. I see in the future a in screen ad poping up during cut scenes (that you won't be able to bypass) billboards etc. We the consumer are getting absolutely no benifit from all the ad whoring. Games are no $60 and the rich developers are getting richer with the ads.

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  • tclvis

    Posted Aug 29, 2007 8:44 am PT

    Careful! There's a Strogg is behind that Amazon billboard.

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  • NinjaMunkey01

    Posted Aug 29, 2007 8:26 am PT

    if it makes a game cheaper or better then I am all for it. games are getting more expensive to make as we demand better graphics so if the ad is somewhere where you would expect one then I dont mind. I dont want any silly ones though but that will not happen. it would make the game feel tacky.

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  • tresdizzle

    Posted Aug 29, 2007 8:00 am PT

    I understand that ads do add to realim in games but lets not be fooled, If anyone uses ads a) it should make the games cheaper or b) we should get some free content (other than a game picture)

    These in game ads are gonna get out of hand. Imagine being in the middle of an intense boss battle, you have about 3 more hits to go before you nail the sucker, but then a MOUNTAIN DEW commercial cut scene pops up right in the middle of your game with that subliminal add bs and messes your whole game up everytime.

    MTV already interrupts shows with these "pop-up commercials".

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  • Pazy160

    Posted Aug 29, 2007 7:59 am PT

    Id rather pay like £100 instead of £50 for a game if it meant there wasent any ads.

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  • Pete5506

    Posted Aug 29, 2007 7:48 am PT

    this is not good, just stop with the ads

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  • gamer4250

    Posted Aug 29, 2007 7:47 am PT

    If they make the ads look natural, like on billboards or posted on walls where they should be, I wouldn't really mind. It would almost add to the experience XD

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  • Brainkiller05

    Posted Aug 29, 2007 7:31 am PT

    This is bad.

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  • nocoolnamejim 

    Posted Aug 29, 2007 7:20 am PT

    Booooo! Bad Codemasters! It is bad enough that Overlord didn't REALLY over a choice between being "evil" and "really evil", now you throw in stupid in-game ads now?

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  • diablobasher

    Posted Aug 29, 2007 7:16 am PT

    Hey, if it's comical (Sam Fisher + Airwaves makes me rofl, not buy airwaves) or makes the consumer see some sort of saving (no subscription fee, cheaper game) then fine.

    If it doesnt, then shame on you!

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  • ahyumifan

    Posted Aug 29, 2007 7:05 am PT

    Don't use it upto where it will disrupt and annoying way.

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  • steven141

    Posted Aug 29, 2007 6:43 am PT

    Well since the in-game ads are usually integrated in a way so that the player hardly notices them or they actually enhance the game experience to add realism to the game then i see no problem, in fact i like it because it means the company has more money to work on future games or improve current ones

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  • Pastehunter

    Posted Aug 29, 2007 6:38 am PT

    It would be nice if we would see an AvP add in the next CMR But it was expected to be honest .

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  • Binarynova

    Posted Aug 29, 2007 5:57 am PT

    The problem I have with ads is that we know they are using them to help offset development costs but once again, we don't see that on the shelf. Just like "if we make games on CDs instead of cartridges the consumer will see a price drop." Yeah. Right.

    MilkyJoe: You can stop buying games with in-game ads. Welcome to the whole point of a capitalist system. Don't like something? Don't buy it, and then, here's the important part, spread the word to your closest gaming friends and family, and so on.

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  • fablefan2

    Posted Aug 29, 2007 5:51 am PT

    NO MORE ADS!!!!!!!!!!!!

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  • gordymctavish

    Posted Aug 29, 2007 5:49 am PT

    this is the beginning of the end. i play video games to get away from unwatchable tv shows that have ad breaks every 5 mins.

    plus do you think this will mean a price drop for games or just more profit for the publishers!

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  • Colsworl

    Posted Aug 29, 2007 5:44 am PT

    There were loads of ads in Dirt but they were all on billboards around the track. Ads for Nissan, Continental tyres, Subaru, No Fear (cloths brand), and Hyundi to name just a few. I didn't mind that, in fact I thought it made the enviorment more realistic so I liked it. If it is pop-ups I won't like it though. I always ignore pop-up ads anyway and make sure not to view/buy whatever these pop-up ads are showing.

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  • LorenaLarue

    Posted Aug 29, 2007 5:40 am PT

    They're only doing this because they want the "Most Despicable In-Game Advertising" award.

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  • luckjon

    Posted Aug 29, 2007 5:20 am PT

    If games were free, i wouldn't mind ads. But since you have to pay for games....
    It's just like tv!

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  • BonziBoce

    Posted Aug 29, 2007 5:10 am PT

    stupidddd

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  • kyrieee

    Posted Aug 29, 2007 5:09 am PT

    Lucky me I ain't buying another codemasters game ever again.

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  • TrevasGallant

    Posted Aug 29, 2007 4:50 am PT

    I don't mind ads in a spot where something similar would be in that environment and such (using a real ad on a billboard in a game that would've otherwise had a fake generic ad) or if it isn't time-consuming and obtrusive (putting ads on loading screens). I will get annoyed if ads are placed out of context (advertising MTV on some television on an alien planet in a sci-fi game), placed excessively, or ads waiting time for the game (an ad before a loading screen or that makes the loading time longer).

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  • PiNwOrM

    Posted Aug 29, 2007 4:40 am PT

    *sigh*. I **** pay 80 dollars canadian for a game, I do not want that **** game full of adds.

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  • MilkyJoe1

    Posted Aug 29, 2007 4:39 am PT

    well there is nothing we can do, or bother to do to stop it so... why shouldn't they?

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  • Ichthys

    Posted Aug 29, 2007 4:18 am PT

    I do pay attention to ads in games. As long as the ads aren't obtrusive I'm fine with it.

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  • daniscool

    Posted Aug 29, 2007 4:01 am PT

    Ugh, yet another company...

    Whilst irritating as they are, does anybody actually pay attention to them?

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