When it comes to initiatives at Ubisoft, it has been questionable at best for these recent efforts from the publisher. The most notable was its brief push to NFTs. However, it was short lived with Ubisoft Paris moving on to a new Ghost Recon title, one report says. But, there has been more appreciated efforts like its partnership with Riot Games on in-game harassment in the past.

One of the biggest concerns is advertisements in games. Already, players are exposed to it on its storefront, of course, but it is now entering the game space itself. It was confirmed both Xbox & PlayStation are ramping up efforts for this new endeavor. Additionally, it appeared Ubisoft is also underway with this from certain players on Assassin’s Creed Odyssey in the past. 

Recently, Ubisoft & Anzu.io shared an update on its new effort collaborating to deliver dynamic advertisements in-game. Already, ads were present in select games, but were static. However, this appears to be a new reconfiguring to offer diverse ads in-game.

Anzu offers a wide range of brand ads in various countries. From food and beverage, beauty and fashion, to entertainment and telecommunication, many brands decide to use gaming for their promotion. I love it when I see ads from famous mainstream brands shown in Trackmania, such as Disney, Calvin Klein, and Apple.

Adrienne Pechere, Ubisoft Nadeo Communications Director

“Over the past four years, we’ve worked closely with Ubisoft to evolve and optimize their intrinsic in-game ad strategy, helping them first launch placements that supported display ads across various maps and tracks, placing them in areas where you would expect to find ads if you were watching a real-life race, such as alongside and over the top of the race track,” director of business development Jascha Maijer added.

In fact, this is just an update on Ubisoft’s push for in-game advertising. The initial announcement was shared back in 2020 at DIGI1 at the time. Since then, both firms have worked for this new initiative. “Thanks to the technology, we can now clearly determine the ads’ performance and secure the best placements to reach the highest impressions,” Péchère describes as this effort is seen as “more and more efficient” over time.

What are your thoughts on this update from Ubisoft?

Source: Anzu