Advert Assault On Auto Assault News

It may be set in a post-apocalyptic world, however the end of humanity hasn't stopped the corporations from advertising, as today NCsoft and Massive Incorporated announced a partnership to integrate in-game advertising within the forthcoming MMO Auto Assault.

"As the world's leading creator of online computer games, NCsoft is a great addition to the Massive Network and is further proof that we're bringing to market the single largest, most comprehensive, and popular network of global games for dynamic advertising," said Nicholas Longano, CMO of Massive Incorporated. "We're excited to team with NCsoft to incorporate real-life advertising into this cutting-edge, highly anticipated game."

"We've been interested in the concept of in-game advertising for a long time, but only wanted to do it when it made sense for the product and enhanced the game world for our players," said Dorothy Ferguson, vice president of sales and marketing for NCsoft North America. "This is a great fit for Auto Assault. Massive understands games and has the most seamless and sophisticated process for integrating ads that fit within the game environment. We share a deep commitment to the highest quality game experience for our customers."

Such an area is a new opportunity for publishers to improve margins ahead of spiralling development costs and for corporations to target demographics with large sources of disposable income. However it remains to be seen whether gamers will go out and seek a Nokia after playing Ghost Recon Advanced Warfighter or try Airwaves after a session on Splinter Cell: Chaos Theory (what is it with Ubisoft); occasionally it can benefit the sense of belief in a game, more then often however it sticks out as a blatant money-making scheme that contradicts the artistic value behind videogames.

Rather then seeing one or two different adverts what we need is dozens or perhaps even hundreds of different brands within a game; something that is unlikely to inspire potential advertisers, driving down sources of income and ultimately benefiting the gamer with a stronger sense of belief in the game world.

Intriguingly the press release confirms an April release for Auto Assault, representing the most specific period NCsoft has been willing to commit to at present; TVG will have further information on Auto Assault soon.