Posts with tag project-titan

Brand advertising has already been done in the MMO sphere. Anarchy Online's Free Play program has been showing users in-game advertisements for real-world products on in-game billboards since World of Warcraft launched in 2004. MMOs have survived since. Case closed.

Oh, you wanted more discussion. I see. It's been done before! Finally, we have some real precedent to talk about. Oh FunCom, you've finally managed to not disappoint me. Advertising models were one of the first types of campaigns to be applied to free-to-play versions of massively multiplayers that didn't hit perfection under a subscription model. In 2004, there were a tremendous number of MMOs to play, and people usually just stayed loyal to one. The fight for your subscription dollars was on.

Anarchy Online's Free Play program debuted in December 2004, just after the launch of the unknown but best-selling indie hit World of Warcraft, giving players a chance to play the game and its first expansion pack free of charge. Players subscribed to the Free Play game client would see advertisments in cities, towns, and other highly populated places in game for real-life goods, services, and companies. Advertising dollars paid for the game, as well as subscribers' choosing to pay and see fictional ads instead.

As Blizzard charges into 2012 with three big releases (Mists of Pandaria, StarCraft II: Heart of the Swarm, and Diablo III) coming soon, rumors begin to swirl as a new job posting became available on the Blizzard career site for a franchise development producer. The interesting facts in the job listing are that the position is for the next-gen MMO, focused on working with consumer brands and creating brand-extending merchandise.

What does this mean for the next-gen MMO currently roasting slowly at Blizzard's complex? We don't really know. If we look at other games that have had advertising, it's usually in the form of billboards or sponsorships, featuring products that you and I know of. The possibilities for where ads could go within the game world of an MMO are endless, but it does preclude some settings and time periods. Intriguing, no? Something to freak out about? Definitely not.

---