Gamers have already experienced many In Game Advertisements, primarily the product of deals between the publisher and the advertising agency, but this move eclipses all by going directly to the console. Hopefully this means free stuff for gamers such as the ever improving PSN, but if not done tastefully this can lead to a barrage of advertisements at every game loading screen or real products as power ups in upcoming blockbuster titles.
Sony reps are already spinning this news to benefit gamers by saying it will add realism to games, but the reality is Sony will receive a huge sum of money to include products dynamically in their games. As amusing as the Commercial for Nano’s in Metal Gear Solid 4 was, it’s cringe-inducing to think that Doritos™ could do something similar in Killzone 2. Imagine if Drebin was sharing a can of Coca-Cola with his small monkey friend and included a slogan and product placement in the middle of a cutscene. Damn.
Activision is in on the deal as well.