Organically integrating ads into mobile games

In my senior capstone paper I am working on, I chose to focus on mobile gaming and in-game advertising. While researching, I came up with a question that I would like to find the answer to: Is it possible to organically integrate ads into mobile games? All the business models I have seen so far say no, it is not possible. Ads will always be to a certain degree disruptive and intrusive unless you are willing to upgrade, translation, dish out some money. Fortunately, while doing some research for my presentation on new video gaming technologies, I came across Ingress.

Ingress is Google's first mobile game. In Kyle Vanhemert's article, '3 Principles For The Future Of Gaming, From A Google Game Designer,' he explain Ingress is about "...an exotic energy has been discovered on Earth, and two factions, the Enlightened and the Resistance, are respectively scrambling to cultivate it and/or suppress it...players choose their allegiance, they’re tasked with going out into the real world and visiting various destinations to claim territory for their squad."

 

What is the difference between this mobile game and others that I have played so far? The advertisements. If you do not pay close attention, you will not recognize that there is advertising.

There are “…objectives that directed players to Zipcar offices and Chrome stores to redeem in-game objects,” says Vanhemert. This type of advertising not only gets the brand name out there but also gets people into stores. It does not interrupt the game, nor does it take away at all from the game experience.

Ingress was designed by the core 3 principles: 1. Uproot the couch potato, 2. Think beyond the phone, and 3. Innovative games require innovative ads. These principles may also represent the future of mobile gaming. Mobile games will get you up out of your seat and get you exploring the world around you, all while being advertised to in an unobtrusive way.

 Vanhemert, K. (2013, January 02). 3 principles for the future of gaming, from a google game designer. Retrieved from http://www.fastcodesign.com/1671517/3-principles-for-the-future-of-gaming-from-a-google-game-designer