According to Double Fusion, the dynamic networks used by in-game advertising companies to monitor player behavior data can be used to aid processes such as level design.
Frank Sagnier, the European MD of in-game advertising specialist Double Fusion, told Develop that advertising placed in game environments can be used to monitor the popularity of in-game areas, which in turn can aid designers’ creation of new locations.
“Developers are starting to realize that there is a benefit to having this tool running underneath their game,” he said.
“For massively multiplayer games and virtual worlds we have developers asking us to look into where players are going and what they see. We can track the ads to see that players are going to certain spots.
“It’s difficult to know what environments work when you’re designing a game in a vacuum, but when it comes to MMOs you can update the game based on player behavior. Really, consumers can control the design of a game. Because we can track the data on what they are looking at and doing, we can help developers design their games better.
Double Fusion recently released a new technology which separates in-game advertising from the development process, enabling advertisers to implement new ads in already completed games and back catalog titles. Already being utilized by Ubisoft, NCsoft and casual game publisher Oberon Media, the technology, dubbed fusion.runtime, aims to offer companies much more flexibility in their approach to advertising strategies, and ensure that the implementation of adverts doesn't hamper the development process.
Dutch gaming-website InsideGamer.nl reports, that with a perfect review for Metroid Prime 3: Corruption, and eight nearly perfect scores for BioShock, both titles will most likely duke it out for the title 'best game' ever.
Directly translated from source:
''Two games of the same genre, Metroid Prime 3: Corruption for the Wii and BioShock for the Xbox 360 and PC, could both try to end up in the list of the top 10 best videogames of all time. Both first-person adventures, and both pioniers according to critici, are getting nearly perfect scores.
BioShock has gained eight reviews, and the average is about 9,9 out of 10. According to GameRankings, BioShock needs only two reviews with a rate of 9,7 or higher to conquer the title 'best videogame to date'. BioShock would even beat The Legend of Zelda: Ocarina of Time - which has been on top of the list for years.
Metroid Prime's first review came from the North-American magazine Nintendo Power, which gives it a perfect score of 10 out of 10. Nintendo Power didn't even gave The Legend of Zelda: Twilight Princess, nor The Legend of Zelda: Ocarina of Time, this rating.''
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“Developers are starting to realize that there is a benefit to having this tool running underneath their game,” he said.
