On October 7, 2008, Electronic Arts Inc. released to the press a shocking new feature to the developing game "The Sims 3". That of course being in-game advertising.

According to Mediabuyerplanner.com, "Ads will appear as movie theater posters and billboards in the virtual world Sims characters inhabit”. Not only that, but "beyond virtual “outdoor” executions, EA plans to integrate brands in other ways, reports Ad Age, citing the example of an over-the-counter pain medicine for Sims characters that encountered a tough day or recently had a workout" (1).

EA has done a similar integration in "The Sims 2" with "H&M" and "Ikea" Stuff Packs. These include Sim clothing and objects that have logos on them and/or in their description. However, these were created separately from the base game and are completely optional for the player to install and to use certain clothes and objects.

What is very troubling is that this feature will be much more obvious than before. “Indiana Jones” posters will be plastered on our Sims’ local movie theater. Advil logos will be wrapped around our Sims’ pill bottles. Maybe even a giant Goodyear blimp will block out the sun as our Sims are lying in the grass watching the clouds. They sure will need the powerful relief of Advil after a long day of being bombarded by the headache that is mass marketing. We players might need some as well.

Since in-game advertisements will be included in the base game of "The Sims 3", programming for this will allow the possibility for the game to connect to the Internet and search for ads. Since EA has released few details, this could mean a number of things:

* That the consumer is forced to have this advertisement function when they purchase the base game.

* The player may not have the option of turning on and off this feature (although AdAge.com reports that it “can be switched in and out of the game via an internet connection,” [2] which is very tricky wordplay. Do they mean switching in and out different ads or turning on and off the feature?), which could also mean . . .

* That the player might be required to connect to the Internet every time (or every few times such as in “Spore”) “The Sims 3” is launched in order to validate and play the game

* That this ad programming might include hidden software similar to SecuROM (information at bottom) or an even worse and more malicious form of copy protection. Connection to the Internet through “Sims 3” could also bring in unwanted malware or advertisements.

* Changing and/or animated ads in-game and an active Internet connection via “Sims 3” could also hurt game performance and cause glitches or even game crashes.

* Considering these are real-world advertisements, they will be in English and not in the Sims’ beloved native language, Simlish. Much like the Sims in “Sims 3”, gamers of other countries will be just as perplexed to see foreign American advertisements in their game.


Sources:

1. Mediabuyerplanner article:
( http://www.mediabuyerplanner.com/2008/10/07/dynamic-in-game-ads-invade-sims-3/ )

2. AdAge article:
( http://adage.com/digital/article?article_id=131522 )

3. Information on SecuROM:
( http://www.snootysims.com/extrasindex.php?id=securom )
( http://www.securom.com/ )




Electronic Arts Inc,

We the consumers are asking you not to include in-game advertising in “The Sims 3”. We recognize it as an unnecessary marketing tactic that could potentially cause many of us to rethink our purchase of the game. As you know, “The Sims” often makes fun of marketing ploys in comical object catalog descriptions and fun Simlish lettering on billboards and posters. Sadly and ironically, the franchise could soon become what it very mocks. The world of the Sims is an escape for players, a place to get away from the reality of life, a life of constant exposure to advertisements in the media. Please consider principle over profit, because not only are you hurting the players but you are hurting yourselves as well – morally and potentially, financially. Consider this situation similar to the one with Spore and SecuROM.

If you choose not to scrap this feature, at least:

* Give us the yes/no option of including it in the base-game installation.

* If not, at least allow us to have the option to turn this feature off, and . . .

* Ensure to us that it does not include any hidden or malicious software, or is capable of attracting any via the Internet connection.

* Make the advertisements in Simlish and graphically appropriate to the game (such as a Sim character or cartoon representing characters such as Indiana Jones).

Please prove to us that you consider and value our opinions as loyal consumers and players of “The Sims” franchise by giving us complete information on in-game advertising in "The Sims 3" and making amendments to fit our desires of what should be appropriate in the game. Thank you.

Sincerely,
The consumers


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Added by E. Southy @ October 10, 2008, 7:58 am
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On October 7, 2008, Electronic Arts Inc. released to the press a shocking new feature to the developing game "The Sims 3". That of course being in-game advertising.

According to Mediabuyerplanner.com, "Ads will appear as movie theater posters and billboards in the virtual world Sims characters inhabit”. Not only that, but "beyond virtual “outdoor” executions, EA plans to integrate brands in other ways, reports Ad Age, citing the example of an over-the-counter pain medicine for Sims characters that encountered a tough day or recently had a workout" (1).

EA has done a similar integration in "The Sims 2" with "H&M" and "Ikea" Stuff Packs. These include Sim clothing and objects that have logos on them and/or in their description. However, these were created separately from the base game and are completely optional for the player to install and to use certain clothes and objects.

What is very troubling is that this feature will be much more obvious than before. “Indiana Jones” posters will be plastered on our Sims’ local movie theater. Advil logos will be wrapped around our Sims’ pill bottles. Maybe even a giant Goodyear blimp will block out the sun as our Sims are lying in the grass watching the clouds. They sure will need the powerful relief of Advil after a long day of being bombarded by the headache that is mass marketing. We players might need some as well.

Since in-game advertisements will be included in the base game of "The Sims 3", programming for this will allow the possibility for the game to connect to the Internet and search for ads. Since EA has released few details, this could mean a number of things:

* That the consumer is forced to have this advertisement function when they purchase the base game.

* The player may not have the option of turning on and off this feature (although AdAge.com reports that it “can be switched in and out of the game via an internet connection,” [2] which is very tricky wordplay. Do they mean switching in and out different ads or turning on and off the feature?), which could also mean . . .

* That the player might be required to connect to the Internet every time (or every few times such as in “Spore”) “The Sims 3” is launched in order to validate and play the game

* That this ad programming might include hidden software similar to SecuROM (information at bottom) or an even worse and more malicious form of copy protection. Connection to the Internet through “Sims 3” could also bring in unwanted malware or advertisements.

*It could also be capable of tracking our activity in "The Sims 3" such as when we interact with the ads, or it could even log other personal data on our computers.

* Changing and/or animated ads in-game and an active Internet connection via “Sims 3” could also hurt game performance and cause glitches or even game crashes.

* Considering these are real-world advertisements, they will be in English and not in the Sims’ beloved native language, Simlish. Much like the Sims in “Sims 3”, gamers of other countries will be just as perplexed to see foreign American advertisements in their game.


Sources:

1. Mediabuyerplanner article:
( http://www.mediabuyerplanner.com/2008/10/07/dynamic-in-game-ads-invade-sims-3/ )

2. AdAge article:
( http://adage.com/digital/article?article_id=131522 )

3. Information on SecuROM:
( http://www.snootysims.com/extrasindex.php?id=securom )
( http://www.securom.com/ )




Electronic Arts Inc,

We the consumers are asking you not to include in-game advertising in “The Sims 3”. We recognize it as an unnecessary marketing tactic that could potentially cause many of us to rethink our purchase of the game. As you know, “The Sims” often makes fun of marketing ploys in comical object catalog descriptions and fun Simlish lettering on billboards and posters. Sadly and ironically, the franchise could soon become what it very mocks. The world of the Sims is an escape for players, a place to get away from the reality of life, a life of constant exposure to advertisements in the media. Please consider principle over profit, because not only are you hurting the players but you are hurting yourselves as well – morally and potentially, financially. Consider this situation similar to the one with Spore and SecuROM.

If you choose not to scrap this feature, at least:

* Give us the yes/no option of including it in the base-game installation.

* If not, at least allow us to have the option to turn this feature off, and . . .

* Ensure to us that it does not include any hidden or malicious software, or is capable of attracting any via the Internet connection

* Also ensure to us that it does not track our personal computer data.

* Make the advertisements in Simlish and graphically appropriate to the game (such as a Sim character or cartoon representing characters such as Indiana Jones).

Please prove to us that you consider and value our opinions as loyal consumers and players of “The Sims” franchise by giving us complete information on in-game advertising in "The Sims 3" and making amendments to fit our desires of what should be appropriate in the game. Thank you.

Sincerely,
The consumers

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