IGN Launches In-Game Advertising Technology

By Ian Bell April 12, 2005

IGN’s new software and services will enable developers and publishers to manage their online game content throughout the game lifecycle, as well as execute in-game advertising campaigns. Advertiserswill be able to develop cross media programs that include in-game and online ads and promotions as part of IGN Entertainment’s overall media offering.

“Our In-Game technology is already proven in over 300 games, and includes online matchmaking, chat, CD key verification, unified registration, and statistics and tracking,” said Mark Stieglitz, general manager, publisher services, IGN Entertainment. “We are extending our current platform and solution set to enable game publishers to manage the space within their games dynamically, for In-Game marketing, advertising or for other purposes based on their unique needs.”

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The new In-Game Marketing Technology and Service will extend IGN’s media and technology platforms, allowing publishers to enhance the gameplay experience by continually updating their games with new levels, patches, alternative player skins, weapons, buildings, maps, and even soundtracks. These same tools can be used to advertise the next version of a game by dropping in trailers and assets as they become available, as well as offering special in-game promotions.

In addition, IGN’s technology will enable publishers to add incremental revenue to their games by selling in-game advertising themselves, or by having IGN leverage its advertising infrastructure and experience to manage and sell in-game advertising programs on their behalf. The technology also will track impressions, time spent viewing items and type of each interaction, so that advertisers can watch the return on their investment, make smarter buys and design more effective campaigns.

IGN Entertainment’s In-Game tools and services build on its proven GameSpy backend infrastructure, service teams, data centers and core technologies. Rich dynamic marketing technology is currently available for the PC and PS2; versions for next generation platforms will be also developed.

Publisher

I work with the best people in the world and get paid to play with gadgets. What's not to like?

Gaming

Xbox’s 2023 games feel like the Series X launch lineup we never got

EMBARGO 10/4 12:01 AM PT: A camera angle up close to a Forza Motorsport race.

Even though we’re almost three years into the life span of the Xbox Series X and Xbox Series S, it feels like this console generation is just starting for Microsoft.
It’s no secret that Xbox was slow to start up and then maintain consistency this console generation. For example, 2020 saw the company putting out a weak console launch lineup made up of ports and remasters. While 2021 had a flurry of great games, it was followed by a comparatively barren 2022. And 2023 hasn't been perfect either (due, in large part, to the flop that is Redfall), but outside of that, this year delivered the excellent Hi-Fi Rush, the grandly scaled Starfield, solid ports of two Age of Empires games and Quake II, a new Minecraft title, and a technical showpiece in Forza Motorsport.
Looking at that varied lineup, these games showcase both the potential of the Series X and the power of Xbox as a brand. Prospects for Xbox’s lineup are up heading into 2024 too, so it feels like we’re at the proper start of the Xbox Series X and S console generation ... even if it came a few years too late.
A new beginning
Looking at the 2020 launch lineup for Xbox Series X/S, it wasn’t exactly emblematic of what the console could do. While there were some nice 4K and 60 frames per second (fps) upgrades for Xbox One games, the only new draws were a console port of Gears Tactics, the multiplayer-supporting Tetris Effect: Connected, a temporary next-gen exclusive version of Yakuza: Like a Dragon, and some smaller indies like The Falconeer and Bright Memory 1.0.

Most of those games were on or came to more platforms afterward and, in general, didn’t provide that strong of an argument for why players should stick around this console generation. But looking at many of the games Xbox has released this year, it finally feels like we have a bundle of good Xbox exclusives that show what the platform was always capable of.
In my review of Forza Motorsport, I note that the game feels like a launch title because it’s an impressive technical showpiece. It runs at 4K and 60 fps in performance mode, which is something not many games this generation have done. The closest comparable games are Astro’s Playroom and Marvel’s Spider-Man Remastered on PlayStation 5, which effectively demonstrated the power of Sony's console early on.
Forza Motorsport was also built as a platform that developer Turn 10 Studios can expand over time. It plans to periodically slot in new single and multiplayer content, including new cars and tracks. A game like that makes a lot of sense early on in a console’s life span in this live-service era. It’s what Microsoft tried to do with Halo Infinite, even if that didn’t pan out as expected due to a one-year delay, and with Killer Instinct on Xbox One.

Gaming

What games will Nintendo Switch 2 launch with? We have some ideas

Mario and friends zip through a race course in Mario Kart 8.

We’re officially on “new console watch.” Reports from credible publications like Eurogamer say that Nintendo secretly showed developers its next system behind closed doors at this year’s Gamescom. While it’s only a rumor, it’s a realistic one. We’re six years into the Nintendo Switch’s lifespan and even the longest-running consoles turn over at eight. If Nintendo’s next system is one or two years away, it’s time to start lining up support from third-party developers.

We’ve speculated on features we’d want in a new system before, but the reality of a new platform has me asking another question: What games would you launch with something like this? The Nintendo Switch’s launch day was crucial to its long-term success thanks to a bonafide classic in The Legend of Zelda: Breath of the Wild. While the rest of its launch lineup wasn’t as impressive, Nintendo capitalized fairly quickly with titles like Mario Kart 8 Deluxe and Splatoon 2. If Nintendo’s going to push Switch owners over to a new system, it’ll have to roll out the big guns.

Gaming

Two games will launch as part of PS Plus Game Catalog in August

Zale and Valere from Sea of Stars

Sony highlighted the various games coming and leaving PlayStation Plus Premium and Extra's Game Catalog as part of its August update. While this month's lineup is much more muted than the busy June and July updates, it notably features two games coming to Sony's subscription the day they release.

Historically, Sony has done fewer day-one releases on its subscription services than Microsoft, but that's clearly starting to change with this month's lineup. Moving Out 2, a wacky co-op game about moving furniture, launches as part of the PS Plus Catalog on August 15, the day most of the month's new titles are added. Then, on August 29, Sabotage Studios' highly anticipated indie RPG Sea of Stars will be available with PS Plus Extra and Premium from day one as well.
While they are both indie games, the fact that there is more than one day one launch into the PS Plus Catalog this August suggests that it will become a much more common occurrence. Other than that, August's catalog additions aren't too exciting outside the likes of Destiny 2: The Witch King and Lost Judgment. Unless they are denoted otherwise, the following games will come to the PS Plus Game Catalog on August 15: