City of Heroes Gets Optional In-Game Ads

All those billboards in City of Heroes are about to get much more familiar looking. NCsoft and Double Fusion have teamed up to start placing real world ads on their in-game billboards, the companies announced today. The good news is that the in-game advertising will be entirely opt-in, meaning that if gamers don't like it or want it they can just turn it off and it won't effect them one bit.

"City of Heroes is a key property for NCsoft and we take great care to grow and nurture our player community," said Brian Clayton, General Manager of NCsoft's Northern California studio. "We are pleased to work with Double Fusion on City of Heroes, as they have demonstrated sensitivity to the needs of our community and fundamentally understand how advertising can bring value to the players when executed gracefully, and in the appropriate context. In addition to allowing any of our players to opt-out if they so choose, their flexible technology will not only allow us to bring brand messages into the game but also provide a fun, new platform for displaying player-created materials."

NCsoft and Double Fusion make the common argument that the real world ads will add a level of realism to the game, but by allowing players to decide on their own whether that's really true they seem to be putting their money where their mouth is. NCsoft added that they will "dedicate all advertising dollars it earns to fund further game development for the online title."

I'm still not a fan of in-game advertising, but leaving the control in the hands of the players is a HUGE step forward. Dumping their earnings into further development is also a big plus.

The ads will go live sometime this summer, according to NCsoft NorCal GM Brian Clayton and the billboards can also be used to display player created content like, say, a picture of the top character in the game, which is kinda cool.

Bringing Optional In-Game Ads to Paragon City and the Rogue Isles [City of Heroes]

NCSOFT SELECTS DOUBLE FUSION AS GAME ADVERTISING PARTNER FOR CITY OF HEROES

SAN FRANCISCO — Apr. 3, 2008— Leading independent game advertising provider Double Fusion has entered an agreement with NCsoft®, the leading developer and publisher of online computer games, to represent the successful comic-book inspired massively multiplayer online game, City of Heroes®. Double Fusion will provide the technology and sales force to bring brands into the popular online role-playing game which takes place in a modern urban setting, an ideal environment for unobtrusive in-game advertising.

Double Fusion and NCsoft are focused on providing value to the players through this advertising partnership. While real world ads will lend realism to the urban world of City of Heroes, NCsoft also plans on taking advantage of Double Fusion's technology to display player-created content within the game. The publisher will dedicate all advertising dollars it earns to fund further game development for the online title, yet still allow players to opt out of advertising in order to provide flexibility to community members.

"Our partnership with NCsoft is a clear showcase for two of our guiding philosophies: bringing value to the player through appropriate use of advertising spaces and bringing new business models to the marketplace by creating new revenue streams that can help fund game development and community support" said Jonathan Epstein, president and CEO, Double Fusion.

"City of Heroes is a key property for NCsoft and we take great care to grow and nurture our player community," said Brian Clayton, General Manager of NCsoft's Northern California studio. "We are pleased to work with Double Fusion on City of Heroes, as they have demonstrated sensitivity to the needs of our community and fundamentally understand how advertising can bring value to the players when executed gracefully, and in the appropriate context. In addition to allowing any of our players to opt-out if they so choose, their flexible technology will not only allow us to bring brand messages into the game but also provide a fun, new platform for displaying player-created materials."

The addition of City of Heroes to the Double Fusion network demonstrates the company's commitment to offering their advertiser and agency partners a wide array of in-game advertising opportunities, to maximizing revenues for its publisher and developer partners and to building a portfolio of top titles among retail PC and console games, massively multiplayer online games, social networks, casual downloadable games, advanced online games and virtual worlds.


Comments

    surely they will reduce the monthly fee if you leave the ads on and not just pocket the extra revenue right...right?

    do many aussies still play this, i've been playing WoW since it came out, and i'm looking for something a bit different *ponder*

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