Ed Bartlett, IGA Worldwide's European VP of publisher relations, has defended the role of in-game advertising by stating the benefits it can offer consumers such as reduced price titles and free add-on content.
Speaking to Pro-G at the recent Develop conference in Brighton, Ed Bartlett, VP publisher relations Europe and co-founder of IGA Worldwide, revealed that although we are already seeing free games on the PC as a result of in-game ads, ad-driven price reductions on console titles won't necessarily happen.
"When it comes to console the scalability isn't there yet," said Bartlett. "Sony, Microsoft and Nintendo all take a royalty share of every disk that gets manufactured, and so there are other costs that come into play when it comes to console. What you will see is that it will help stabilise the market. It won't necessarily reduce the prices of those games, simply because the budgets are so huge."
Even as the company sets out to overhaul the very definition of Xbox, cuts at its studios risk creating a negative image reminiscent of EA's worst era
I appreciate the article but this guy must be living in a delayed universe, The reputation was ruined 10+ years ago and hasn't recovered since. As such people have voted with their wallets and stopped buying Xbox products in large amounts.
Their reputation was lost way before that. From the moment Microsoft said they entering the console business, we all knew it would be a downgrade.
That's not true at all the OG Xbox had drive and they had hunger and they wanted to accomplish something. It was a great console.
they didn't quite reach their goals and they gave up prematurely because they couldn't win. It was halfway through the Xbox 360 when kinect released and that was when they lost their way and we're a rudderless ship ever since
In all fairness, Xbox had some great games with online play, Xbox 360 even better. Xbox consoles started to die with the Xbox One. Ditch consoles for the PC and PS.
@Bathyj hard to compute ay. Xbox was never better than a PC and that's all they ever were. A demo box. Doesn't get more true than that.
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Rumors of Turn 10 being either shut down or hit with massive lay offs is on the horizon.
The issue is MS will do something right only to do something very, very wrong. And they do this what seems calculative at this point. Doesn't matter what they do the Investors and leadership want more and more money an endless bottomless pit of purr insatiable greed. A company that acts like it's broke or hurting is what really, really infuriates me. They've surpassed apple again well over 3 trillion who acts like they're a million dollar company is fk stupid. Pivots and changes for no reason and can't do things for more than a year with out a pivot or changing their metrics.
That would be really bad since Phil just hyped up next year as a big Forza year at Summer Game Fest.
Isn't the point that it's irrelevant how profitable MS is, the suits have decided it's time that the Xbox division started making them money. Hence the layoffs, the pivots.
That wouldn't surprise me, as motorsport has been heading down hill since the great number 4. Where as playground have consistently put out better games. I think the two studios will be merged under playground games banner.
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Ross Scott—also known as Accursed Farms on YouTube—has been fighting tooth and nail for almost a full year to help spearhead game preservation. Starting after it was announced that Ubisoft's The Crew would be shutting down, permanently ending support for the game, Scott launched the "Stop Killing Games" initiative.
That makes a twofold deadline for the Stop Killing Games initiative. Or, at least, one headed up by Scott: The UK petition, which ends July 14, and the EU Citizens' Initiative, which ends July 3.
If you live in the EU then Please sign this or our game ownership rights and game preservation is
at stake. I know there isnt much time left but please consider signing the petition
People whine and in the end don't do a thing. Then whine more when they get screwed some more smh. If this makes it then it'll be monumental for consumers. That Pirate software guy was no help either smh.
There are many exciting updates this month for Xbox. Copilot for Gaming is available now for early preview on mobile and will be coming to PC soon. Xbox PC app introduces a wave of new updates: Aggregated gaming library gives players quick access to games from Xbox, Game Pass, and other leading PC storefronts, and with publisher channels players can browse their favorite franchises. Updates for the Xbox Console includes customization for Most Recently Used, free-to-play benefits, Game Hubs, and dialog improvements for game saves.
"Players can now hide system apps, pin favorites to the list, and reduce the number of tiles displayed. This update is part of our ongoing effort to make Home more personal, flexible, and responsive to feedback."
This is welcomed, i like a less cluttered home screen.
Gotta be a slow news day when a 18 hours and 3 comments (now 4)makes it to the front page🤷🏿
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Well anything that adds and help gamers is a good thing even if some don’t need it there’ll be more that will use it.
Well its MS news... those are usually pretty dry, unless it has something to do with another game being ported to PS. then its top of the pops.
"Well its MS news... those are usually pretty dry, unless it has something to do with another game being ported to PS. then its top of the pops."
Oh look no further than the "Upcoming layoffs at MS" topic. It will easily top the Hottest of the week.
Special guests like Mr. Dead might also show up. You just watch.
Oh no, I seen this coming for years now. I for one think this is a bad move against the consumer. From a business standpoint it makes sense but games are suppose to be about the consumer. Here you go about to sit down to your favorite game and instead of seeing the title screen or going to the gme's menu you see a commercial for Pepto Bismol (LOL).
In other news, the sky is blue.
I dunno about this IGA jackhole but I for one I'm glad that my PS3 won't "benefit" from in game adds. In fact the day that any of my PS3 games have in-game adds is the day that I smash the pretty little Bluray disk into a billion pieces.
I dont mind in game ads if they done in keeping with the game (e.g. BF2142 did a good job), but I would like to see an actual benefit to the consumer e.g. if a game has ads, it should be cheaper to buy, and you should have the option to pay for an ad free version.
Ads are just another source of revenue.
We're going to foist ads on the gaming public and give them NO benefit?
Thanks Ed, thanks a load....
Did he say free downloadable content though? Wow.. I can't wait for my Reebok shotgun and Gatorade healthpacks.. what a tool...