PS5, Xbox Series: Why will there soon be advertising in your games? | Apex Legends

Advertising spots that come to interrupt a game of video games, as in the middle of a movie on TV, here's what the future on the PS5 and Xbox Series X consoles, but also on PC. And this project could become reality from the end of the year.

Electronic Arts publisher (FIFA, Star Wars Battlefront, Apex Legends ...) has just signed an agreement with Simulmedia to integrate a new advertising format within the Games. The platform, named Playerwon, could hypothetically propose to broadcast an advertisement in a game. And to encourage players to view it, it could allow unblocking exclusive content (like a new habit for your heroes, a jersey in FIFA ... Can we imagine).

What always pull more benefits on games already bought for several tens of euros by gamers, explains the axios site, which revealed the information this week. The Simulmedia company, already well established in the field of audiovisual advertising, has advanced in its project, since it states that tests have been carried out for more than a year and a dozen titles that will come out of Here at the end of the year could be affected by this new promotional strategy.

A principle inspired by mobile games

The advertising spots in question could last between fifteen and thirty seconds, in the manner of what YouTube offers or some paid information sites that allow to unlock content by consenting to viewing an entire advertising. It should be noted that several free mobile games are already based on this pop-up advertisement model to reward. The Playerwon servers are also able to know if a pub has been viewed to the end. And the gamers who will play the game will be rewarded accordingly.

"The Growth of Free-To-Play as Fortnite, Apex Legends, Call of Duty: Warzone and Roblox means that the audience and game time exploded, while the majority of players, more than 90%, does not spend anything So explained Dave Madden, Vice President of Simulmedia to Axios, to justify this approach. An equation that responds to advertising logic based on available brain time.