Brian Farrell, CEO of THQ, the company behind titles such as "Saints Row the Third," "Metro Last Light," "Margaritaville" and "Space Marine," likes what he sees so far from Nintendo's Wii U. "The creative guys like it," Farrell said. "We don't need all new engines to power the software. From the business standpoint, that's much better. We keep the same user interface and game play across platforms. It makes business sense."
Microsoft's in-game ad shop Massive's upfront event, held earlier this week, was more about getting exposure for ad placements in new game titles with media buyers and marketers than closing deals, according to this article. The event was described by one attendee as a "hype event, but it's good."
Adidas is among the marketers whose in-game ads are generating strong numbers for ad recall and brand affinity, according to new statistics from Microsoft's Massive unit. The research is an attempt to refute recent comments made at an industry event by WildTangent CEO Alex St. John, who reportedly questioned whether the dynamic, in-game model was still a viable avenue for branding; WildTangent, this article notes, has adopted a pay-for-play casual games model.
The hype over the in-game segment seems to have faded a bit this year, amid a lack of news on Microsoft's plans for acquisition Massive and lower projections for in-game ads and their much-touted dynamic extensions. "Dynamic ads are definitely not where everybody thought they would be at this point," said Dario Raciti, group director and gaming leader at OMD. "I was never a proponent of signage alone for advertisers to get involved in games. A billboard is not going to do it. You have to engage with players."