During a recent interview, Strauss Zelnick, CEO of Take Two Interactive (the parent company of Rockstar Games, which is developing the upcoming GTA 6) came back to many hot topics around the video game industry. Among the discussions, he was able to mention this new scourge, with advertising placementsdirectly inside video games. Let the fans rest assured, GTA 6 should escape !
GTA 6: no in-game advertising
In recent years, a new trend has slowly started to arrive in our games. Product placements, directly inside the games. If some do not pose any problems, and can even bring a little realistic side, when they are judiciously madelike the partnership Porsche with Resident Evil Requiem for Leon S. Kennedy’s Cayenne Turbo GT. Or, another placement Porsche with the next Naughty Dog game, Intergalactic : The Heretic Prophet. Other investments are much more questionable.
In some games, you can end up with real pop-upsor displays via advertising panels. Whether it is partnerships like with Porsche, or these “advertising signs”they aim to finance part of the gamemaking it possible to help in the production of the latter. So, when we know that GTA 6 expected to be the most expensive cultural entertainment product in history, with a budget estimated at 1.5 or even 2 billion dollarswe are entitled to ask ourselves if we are going to have the right to this type of practice?
Let the fans rest assured, this will not be the case. Recently, Strauss Zelnick, CEO of Take Two Interactive spoke with Christopher Dring, the editor-in-chief and founder of the media The Game Business. In a video interview, relayed by the media Rockstar Mag’, Zelnick affirms that in-game advertising will not be present In GTA 6 :
“I find it very hard to believe that you would want to insert interstitial advertising into a game that someone paid $70 or $80 for; That would seem unfair to me.”
Zenick nevertheless qualifies his remarksconfirming that in some paid gamesthis may make sense. Remember that this in-game advertising system is present in games NBA 2K from the studio 2K Games, which also belongs to Take Two. On the other hand, they are essentially advertisements for basketball halls and equipment. So Zelnick believes this makes sense. Otherwise, this process should be, according to him, reserved for free-to-play games.
Concerning GTA 6knowing that the work of Rockstar Games is a satire of societyparodying all cities, but also brands, whether car brands, drinks brands, and even social networks, this would really make no sense to find real advertisements for real products.
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