8 replies to this topic

[cephaslr]

I recently discovered a tool for dynamically placing ads in games called AdMuse, for a presentation see

http://www.exent.com...xent_InGame.pdf

In the presentation they claim, that the ads can be placed in the game without any integration with the source code

I'm wondering how this could be possible. They event claim that it also can be used for games already sold through retail. For me it sounds like a kind of magic, is there any technologies that allow this or have I misunderstood their presentations.

How can you alter textures in a game without any integration with the source?

Would such a service be DirectX reliant? (If you ran an executable outside the games, perhaps it can intercept the textures somehow?)

[TheNut]

They probably replace game textures. Engines like Source and Gamebryo can change the textures at load time due to the nature of their virtual file systems. It's likely these guys go through hard work to find a set of textures they can manipulate. That's a very bad way to handle it though and they would probably only accept that as a last resort. If you want to do ads right, you have to build the logic and placeholders in the game.

[starstutter]

With no cooperation or knowledge from the artists buulding the levels, no, I would not say its possible to always get the add in a reliable spot. From what I saw in that pamphelet, it looks like they just replace textures on certain surfaces. If they're not perfectly UV mapped though, the ads could end up stretching into unreadable blursor end up in grossly inappropriate places (like *on* your body, it can happen).

As for the idea itself, I think its an ok one. Personally I don't think its any different than adversiting on a flash game website and as long as it doesn't become obnoxious (which is a very serious threat), ads placed in games like GTA, Burnout and any sports title you care to name could seem fairly natural.

Obviously there's a limit though... walking through the world of Oblivion and seeing a tow-plane with a Tide ad would probably break immersion a little... Don't abuse Admuse, new slogan.

EDIT: Did you see that controller? Its a hunk of plastic with two D-pads XD

[cephaslr]

That's reassuring in that it you are echoing pretty much what I was thinking. These guys have been around a few years and yet there are very limited examples of their technology implemented. If it was a magic bullet it would theoretically be more widespread, or at least have more 3D examples. The only examples I can find are COD2 and FreeRide 2D casual games.

[alphadog]

starstutter said:

Obviously there's a limit though... walking through the world of Oblivion and seeing a tow-plane with a Tide ad would probably break immersion a little...

You mean this would break immersion?

[starstutter]

alphadog said:

You mean this would break immersion?

I hope you're happy! Now there's soda all over my computer screen!

XD

[cephaslr]

yea, that was pretty funny :)

[TheNut]

My new wallpaper :)

[alphadog]

Wait till you see the horse with all the "NASCAR-style" decals!