Clickable Culture   Official Research Blog of Phantom Compass
  Massive Game-Ad Autopsy  
Posted 2005-07-15 by Tony Walsh
Massive Incorporated serves up dynamic, trackable advertising inside game environments. When gamers Andrew Smith and Peter Wood discovered that the game Swat4 was patched to accept Massive advertising, they investigated the devilish details. The results, posted here [tip:ffwd], reveal the details Massive is tracking:
  • The name of the game being played
  • The number of "impressions" (your definition may vary)
  • Session ID
  • Gamer ID (not personally identifying)
  • The level/map being played
  • Time, duration, size and angle that the ad was viewed
That's a lot of market research gamers are unwittingly and freely supplying. Smith and Wood note that the collection of this data could be used to determine which levels of a game are more popular, and thus charge premium rates to advertisers. But how do gamers benefit?

Smith and Wood explain that in the case of Swat4, advertising was added to a previously ad-free game. In other words, consumers are paying full price for a game that later becomes adware. Thankfully, the two provide an easy method for blocking the ads:
    In order to prevent this 'functionality', the server can be prevented from being contacted by placing the following lines in either /etc/hosts on UNIX, or %WINDIR%\system32\drivers\etc\hosts on Windows.
  ... share via email digg bloglines fark reddit newsvine simpy blogmarks magnolia  
[ Detailed Search ]
Clickable Conversation
on 4159 entries

Dinozoiks wrote:
Wow! Thanks for that Tony. Just posted a bunch of other tips here... Hope it helps someone... Dino...
in Dino Burbidge's '10 Things To Remember When Designing For Kids Online'

yes, many of the free little games are crappy. but as an artist who has recently published free content on the itunes app store,…
in Free iPhone Games Are Awful: Strategy?

I vote for popup radial menus. Highlight a bit of text, the push and hold, Sims-style radial menu pops up with Copy, Paste, etc....
in More iPhone Gestures, Please

Hey Tony! A client of mine is looking to hire an internal Flash game dev team to build at a really cool Flash CCG…
in Dipping Into Toronto's Flash Pool

Yeah, there's a lot of weird common sense things I've noticed they've just omitted from the design. No idea why though....
in More iPhone Gestures, Please

It also bears noting there's no mechanism right now for a developer to offer a free trial for the iPhone; the App Store isn't…
in Free iPhone Games Are Awful: Strategy?

@GeorgeR: It's on my shopping list :) I've heard good things about it as well. And Cro Mag Rally. @andrhia: meh, I don't know…
in Free iPhone Games Are Awful: Strategy? get what you pay for, you know? I actually bought Trism based on early buzz, and it's truly a novel mechanic. I've been…
in Free iPhone Games Are Awful: Strategy?

The only one I've heard good things about is Super Monkey Ball. Have you given that a whirl yet?...
in Free iPhone Games Are Awful: Strategy?

Advance warning: this frivolent comment is NOT RELATED or even worth your time ... But whenever i hear "Collada", i think of that SCTV…
in Electric Sheep Builds Its Own Flock

Clickable Culture Feeds:

RSS 2.0 ATOM 1.0 ALL



Clickable Culture
Copyright (c)1999-2007 in whole or in part Tony Walsh.

Trademarks and copyrights on this page are owned by their respective owners. Comments owned by the Poster. Shop as usual, and avoid panic buying.