![]() ![]() "There’s an understanding by gamers that games will carry ads, but that understanding isn’t necessarily there for AAA-quality games," Naavik analyst Fawzi Itani wrote last year. But it's less clear if these kinds of ad breaks would be as welcome during loading screens or between levels of high-end console games. ![]() Since then, mobile gamers have widely accepted interstitial video ads as the price they pay to enjoy many free-to-play titles (though the frequency and length of those ad breaks can vary widely). One in-game ad study from 2009 warned developers not to interrupt the game experience and found marketing that "obstruct the game’s flow might ruin the whole effort and generate irreparable damage" to a brand. Further Reading Study finds in-game advertising works, makes brands coolerBut that wave of in-game advertising in console games was overwhelmingly focused on messages placed in game worlds, like messages plastered on in-game billboards or even NPCs hawking other games. ![]()
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