Posts tagged Sony
Gaming is becoming more real – so are the ads
Jun 16th
In the last couple of weeks, I’ve noticed a lot more ads for the Nintendo DS. At first I thought it was trying to compete with the launch of Apple’s iPad. But no, today all became clear when the gaming company released its first 3D gaming console – and you don’t even have to wear those dumb glasses.
In back-to-back announcements at the E3 Expo in Los Angeles, Nintendo and Sony both laid out their plans to make gaming even more immersive.
Nintendo showed off a 3D version of its DS handheld games console featuring a 3.5″ autostereoscopic 3D screen, which can be viewed without the use of active 3D glasses, and a touchscreen below it.
And advertisers are getting on board already. Earlier in the week, Domino’s Pizza announced its move into in-game advertising for the first time as part of an integrated football campaign.
The Sony PS3 activity, by digital specialists at ArenaMedia, forms a central plank of Domino’s multi-channel push that will also include TV, radio and social media.
Domino’s month-long in-game advertising targets 16 to 34-year old males playing a range of sports and racing titles on PS3 including NBA 2K10, Superstar Racing and Mx vs ATV Reflex. Ads will be shown to PS3 gamers who are connected to the internet.
In game advertising has been around for many years, but has struggled against regulation in the UK. While it is allowed, gaming companies must disclose the ads on the covers of games to warn player.
The concept has been called a bit of a ‘Marmite’ subject in the past. Some believe real world brands and products being forced into their games detracts from the experience, while others believe a well placed and well made ad can actually help ground the game in reality.
And as games become more real, ads are finding their place.
Sony Computer Entertainment president Kazou Hirai said in LA yesterday that making 3D playback available on the 35 million available PlayStation 3 consoles would give the new technology a significant boost and could speed up adoption of 3D TV screens.
“3D is one more leap in the entertainment experience, moving us forward to more realistic gaming.”
Games using the new controls will so far include Tiger Woods’ PGA Tour 2011, Toy Story 3 and SingStar Dance.
One last thing to add fuel to this fire: earlier this month a number of leading game publishers and businesses formed an in-game advertising steering group with the Internet Advertising Bureau.
The collaboration – which includes Sony, Microsoft, IGN, EA, DoubleFusion and IGA Worldwide – will work on developing and promoting in-game advertising in new titles this year.
Let the web TV battle begin – Google’s and Intel’s assault on Apple and Yahoo!
May 17th
Google and Intel are expected to launch their ‘Smart TV’ platform this week, revealing a deal with Sony that will bring web services to TV sets. Has web TV finally arrived?
The launch will happen at Google’s highly anticipated annual developer conference in San Francisco, but it’s not secret.
Google tied up with Intel, Sony and Logitech back in March for a project which was called Google TV. Under this, all the involved companies sought to create a technology to make navigation of web applications easy through TV. And Intel and Sony are along for the ride in an attempt to find new markets.
And a year from now, according to Intel, TV will have been reinvented by the concept of Smart TV.
The venture includes Intel’s Atom microprocessor and Google’s Android operating system in set-top boxes and TVs featuring integrated internet services that could also allow broadcasters to turn set-top boxes into video game consoles.
The venture will allow the search engine giant to control internet access on yet another category of devices, ensuring it keeps its dominance in the global internet market. By offering its Chrome web browser on the Android system, Google will also be able to ensure its search and advertising technologies continue to bring in more profits.
With TVs, Blu-ray players and set-top boxes adding internet connectivity to their features, a host of companies are tailoring and integrating web-based content for our living room TV’s – further blurring the line between home entertainment and computing.
The question is, who will do it best? Read the rest of this entry »
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