"No one learned from your mistakes,
we let our prophets go to waste.
All that's left, in any case,
is advertising space."
- Robbie Williams, "Advertising Space"
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I remember the first time I encountered advertising in a video game. Â This was many moons ago, in the NES era, and the game in question was the console adaptation of the Teenage Mutant Ninja Turtles arcade game. Â It featured Pizza Hut logos in various spots throughout the adventure, and if memory serves, there was even a Pizza Hut coupon in the manual. Â I was relatively young at the time, but even then, something felt strange about the whole thing. Â My buddies and I were geeks - too smart for our own good - and we could already sense the disturbance in the Force. Â Dirty deeds were transpiring!
I've always had a black-and-white view of advertising - you can either have commercials, OR a fee. Â You cannot have both. Â I don't have cable for this reason alone, and I've stopped going to movie theaters You hear a lot of talk about how advertising or product placement will be used to lower the cost of the product, but it never seems to materialize. Â Most of the biggest blockbuster films feature rampant product placement, despite having bottomless budgets and making billions of dollars worldwide. Â And since we've accepted it, by and large, the practice is now more or less inescapable. Â (Case in point - car commercials with 'The Lone Ranger' tie-ins. Â Wait, what?)
I bring this up because the topic has become hot in gaming again due to - surprise! - the debacle-in-a-box known as the X-Box One. Â Figuring that their buzz was already so positive, Microsoft let it leak that their new console would be advertising-intensive, including the use of their wacky spy technology to better target the ads at consumers. Â It's hard to imagine a more inept launch than we're seeing here, folks - it's almost like some kind of satirical performance art. Â What features will we see next? Â Combustible chipsets? Â The console emits some kind of poisonous vapor? Â Army Men as a launch title?
Advertising and games have never made a good pair. Â I still remember the Wipeout HD debacle, where they patched commercials IN to the game after it had already launched. Â They appeared during load screens, and increased said load times considerably, all of which went over about as well as you'd expect. Â We've learned to tolerate commercials during television shows because they've always been there, and at least on basic television, the content is free. Â But ads in a $15-$60 product? Â Now we've got problems.
Even if the advertisements are "just" part of the console U.I., it's ridiculous. Â I paid for X-Box Live and was livid when potato chip and deodorant ads started popping up. Â Again, if Microsoft wishes to make Live an ad-based service and drop the fees, go nuts - but they can't have it both ways.
Of course, they can, and probably will - but I'm still going to complain about it. Â So take THAT, Microsoft!
So what do you think? Â Am I overreacting? Â This is one of my pet peeves, so I'm liable to rant.
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