In Defense of In Game Ads

When Game studio Gearbox recently inked a deal with ad company Double Fusion to explore ads in future titles, the deal was not viewed as negative. Yet that didnt stop the backlash from anti-ad gamers from making comments along the lines of in game ads are ruining games. In response, Gearbox Studio President Randy Pitchford posted in his blog expressing that the deal will not devalue upcoming projects. Gearbox Software is responsible for titles such as Brothers in Arms and Borderlands.


According to his entry, Pitchford acknowledge that some advertisers do use advertisements irresponsibly which harm games and ruin the experience. He urged readers however not to judge Gearbox solely based on the advertisers which use ads irresponsibly. He also added the the deal did not have specifics concerning upcoming titles, only that Double Fusion could contact Gearbox with a proposal. Any possible proposal Pitchford added would only add value to the game, not take away from it.


I like that a game studio president is taking the time to post in his blog and address the fears that gamers have about upcoming projects. Clearly he was paying attention to what gamers were worried about and make positive efforts to reduce their anxiety. While clearly many angry gamers will remain skeptical, Pitchford did what a good president would do by making these statements in his blog. I believe that in game ads can be done responsibly and effectively, and I am confident that Gearbox who have made great games in the past, will bring the same quality to their future titles.