Advertising in games is nothing new. As early as the 1980s, Sega racing games included trackside banners. As technology has moved on, games have become a more vital area for advertisers seeking to reach those who are turning from television as their main source of entertainment. Later games have introduced billboards and even branded equipment used by game characters.

But Google seem determined to take it one step further. Already having a strong hold on online advertising, they are now rumoured to be making a push into the in-game advertising market. Utilising an extension of their existing AdSense program (which uses their search technology to attach ads to webpage content) the potential exists to insert video adverts into games introduced by game characters.

Whilst this is maybe an inevitable advancement of technology, I can’t help seeing this as a worrying development. After all, in the past adventures have used fake TV adverts to provide subtle (or occasionally blatant) clues to puzzles. Maniac Mansion had the “3 Guys Who Will Publish Anything” and Journeyman Project 2 had this delightfully cheesy example. With genuine advertising content, it will be harder to tell what is meant to inform and what is meant to just sell.

Okay, so that isn’t really the main concern. Far more disturbing is the idea that game characters will be introducing these videos. With the plan being that content will be constantly updated via internet connections, what sort of products will they be called upon to endorse? A quick glance at my Inbox would indicate Larry Laffer’s likely options are already well covered by other means. But what if products aren’t matched to the character presenting them? A Larry promoting chastity belts is going to lose all credibility.

But I suspect that most gamers will be put off by having video adverts appearing in games at all. Extended cut-scenes already attract a lot of criticism for breaking up the flow of a game. A similar disruption that doesn’t even serve the purpose of moving the story along isn’t likely to be popular. Length will probably be the key factor in whether these are seen as minor nuisances or game killers.

Of course, I shouldn’t forget that game making is an expensive business and a new income stream could help fill budgetary holes. Maybe a more optimistic view would be to hope that this will bring new and innovative games into being (though the pessimist in me still worries that advertising pressure will cut the innovative part). Only time will tell where this will take us. Until then, should any lurid shirt manufacturers out there want to help fund future blog production, drop me a line.