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- A prominent analyst predicts gaming will get plagued by ads at the game and platform levels this year.
- We might see in-game billboards, Xbox and PlayStation menus, and PC apps filled with automated and targeted ads.
- The slew of mobile developers entering the PC and console market might also carry over their ad strategies.
Mobile gaming has gone on to become the largest segment within the whole industry, generating billions in revenue to cover a huge portion of the entire market. However, most of these accolades have only been possible due to controversial monetization and highly criticized ad strategies used by mobile game developers.
Now, an analyst predicts this advertisement threat is about to penetrate the PC and console market on a large scale.
Why it matters: The gaming industry has grown steadily for a long time, but it has started to stagnate. This dilemma might cause game makers to slowly force ads into games and platforms starting this year.
Speaking to Gamesindustry, analyst Rhys Elliott from Midia Research predicts that gaming market stagnation could compel game makers to force ads to drive growth. These ads could infest platforms—like the Xbox and PlayStation menus—with in-game billboards showcasing targeted ads.
Mobile developers entering the PC and console market might also bring their ad strategies to keep up with the expected revenue streams. So, both PCs and consoles could embrace real-life ads on a large scale in their ecosystems.
Advertising will become more prominent at platform level and at game level… The games market and advertisers alike need new revenue streams.
-Rhys Elliot, Analyst
This is not the first time such a grim prediction has been made; some analysts in the past have also suggested a future filled with ads for apps like Xbox Game Pass.
All in all, it is worth taking the analyst’s warning with a grain of salt. Even if all the pointers suggest the inclusion of ads, these are still projections that might not come true—for a while at least.
Do you think the in-game ads will increase immersion, or will they just be a forced marketing tactic that kills immersion instead? Let us know your thoughts in the comments below, or join the discussion on the official Tech4Gamers forum.
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Shameer Sarfaraz has previously worked for eXputer as a Senior News Writer for several years. Now with Tech4Gamers, he loves to devoutly keep up with the latest gaming and entertainment industries. He has a Bachelor’s Degree in Computer Science and years of experience reporting on games. Besides his passion for breaking news stories, Shahmeer loves spending his leisure time farming away in Stardew Valley. VGC, IGN, GameSpot, Game Rant, TheGamer, GamingBolt, The Verge, NME, Metro, Dot Esports, GameByte, Kotaku Australia, PC Gamer, and more have cited his articles.
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