Mediaweek is reporting that Microsoft is in the process of shutting down its in-game advertising arm Massive Inc., having failed to find an interested buyer. If the speculative figures are accurate, it’s some loss for even Microsoft to have to swallow.
Here’s a 2005 interview with Mitch Davis, then Massive Inc. CEO with some very optimistic projections and also the rather amusing implication that in-game advertising, by increasing realism, increases the satisfaction of the gaming experience.
There are plenty of established and emerging digital media business models beyond solely supported by advertising revenue. Perhaps consumers are also less receptive to advertising delivered to them over or via a service they have already paid for.
This talk is long (90 minutes, with another 20ish minutes for questions and answers with Kevin Kelly) but very worthwhile, and in no way solely related to games. Anyone interested in a particular vision of the future based on technology should give it a listen. Put your feet up, although as the player is a Flash player you won’t be able to listen to it on your iPad whilst lounging on your couch …
Message 1: people like shiny things such as filling progress bars and unlocking achievements.
Message 2: the prediction threshold is creeping in so much that many people are abandoning the idea of crystal-ball gazing.
Message 3: the explosion in Facebook gaming is in large part because people can now play games at work. No arguments from me there.
Message 4: every technology will experience a trough of disillusionment followed by a slope of enlightenment.
Message 5: virtual economies are powerful, and advertisers will be more than happy to trade virtual currency for attention and association.
Message 6:stereoscopy was invented in 1849. 3D is a novelty best reserved for certain places.
every time I read some dumb anti-gaming proclamation by Vaz and co, I get so angry I have to fire up GTA IV and shoot 29 pedestrians in the face just to vent the frustration they’ve caused. Thank God these games exist, or I would be taking it out on real people.