New in-game ads “double” WipEout HD load times, early reports claim [Update]

Tuesday, 4th August 2009 00:19 GMT By Nathan Grayson


Update – The ad’s been pulled.

When you boot up a game for the specific purpose of shattering the sound barrier in ludicrously speedy hovercrafts, 20-second load screens are probably the last thing you’re hoping for. However, after striking a new ad deal with Double Fusion, Sony seems to have given WipEout HD players just that.

According to a report by Industry Gamers, these new ad-addled loading screens can last up to 20 seconds — more than doubling the comparatively zippy 8-9 second loads players encountered before.

So, what’s the story from the front lines? Have any of you been forced to throw on the breaks for these turtle-slow advertisements?



  1. Hunam

    Holy christ. That’s terrible. Over the years as a PC gamer I’ve grown to become ‘ok’ with in game ads, but those are proper intrusive from the sounds of it. Fuck that right off.

    #1 5 years ago
  2. Psychotext


    #2 5 years ago
  3. Hunam

    Did they sit around in a meeting and decide it’s just ok to double peoples load times so you can give them ads?

    Did no one sit there and think, wait a gosh darn minute, won’t this upset people who in turn will now not buy the Fury addon?

    Guess not.

    #3 5 years ago
  4. bugmenot

    this is why sony could do with a two tier network service one free ad supported and one subscription without.

    #4 5 years ago
  5. Hunam

    I think, ultimately advertising in videogames outside of sports games where it features in the sport is doomed to failure. They’ve tried it so many times and all it does is cause resentment in the majority of players.

    #5 5 years ago
  6. SunKing

    I can only see the amount of in-game advertising increasing as time goes on, sadly.

    #6 5 years ago
  7. ecu

    Has anyone confirmed whether this is in the EU version or not? Often advertising stuff only affects certain regions, in this case, the US.

    #7 5 years ago
  8. Michael O'Connor

    Game is great, so who cares? If it helps fund the game, how is this a bad thing? It’s 10 extra seconds out of your life, get over it.

    #8 5 years ago
  9. Galactic_Barret

    20 seconds? Really? Is it that serious?

    #9 5 years ago
  10. ecu

    20 seconds doesn’t seem like much, but when you’re waiting for something to load, it’s actually pretty lengthy. I mean, it’s no Spectrum, but c’mon.

    #10 5 years ago
  11. Dean

    @ecu : I’ve seen nothing like this in the EU version. Still, when have facts stopped people complaining.. even if for many of the European posters here, it simply isn’t affecting them.

    #11 5 years ago
  12. Syrok

    There is an ad for Fury if you haven’t bought it already.

    #12 5 years ago
  13. Hunam

    People have been saying advertising is coming to games in a big way for the last 5 years, It never did and I doubt it will, but stuff like this is just invasive and shouldn’t be tolerated in a MO’C style “Let the industry treat us how they like”. Breeds an us vs them notion.

    #13 5 years ago
  14. DrDamn

    I didn’t notice anything on the Euro version. Small point – “according to a report by Industry Gamers” sounds like they’ve done a proper test and study. In fact they are basing the info on a YouTube video and haven’t verified the claims. Best not to let facts get in the way of a good headline though.

    #14 5 years ago
  15. clynchehaun

    Just finished getting gold on every track in Fury, didn’t see anything closely resembling a advertisement, unless they were super subliminal…

    #15 5 years ago
  16. DrDamn

    Another point – a little bit of investigation – i.e. watching the YouTube video and reading the text. This advert is experienced a whopping 3 times an hour. Given a race is about 5 minutes = 12 races an hour that means instead of 120 seconds loading you get 150 seconds. So instead of doubling load times what we get is a 25% increase or an average of 2.5 seconds more per race. Again not so snappy a headline so best ignore all these silly facts.

    I agree with the sentiment – i.e. ads shouldn’t make times longer at all, but can we have a bit less sensationalism and maybe a bit more journalism?

    #16 5 years ago
  17. polygem

    ingame ads kill videogames. marketinggangsters: put some ads on your asses and walk around naked…

    #17 5 years ago
  18. Robster1979

    MS would never allow this to happen on XBOX games :-)

    #18 5 years ago
  19. Hunam

    Turns out Sony have deleted that ad:

    From the sounds of it, picture ads stay, video ones GTFO.

    #19 5 years ago
  20. PaulMode7

    “They’ve tried it so many times and all it does is cause resentment in the majority of players.”

    Where’s the data for that? Surely a more likely statement is that “all it does” is generate a lot of ad revenue and piss off small minority of players, who are mostly from a “core” audience and go on to buy sequels / expansions anyway?

    The problem is, though, that there’s no sensible data that people can use to make statements about in-game advertising. The only studies which seem to get published in the public domain are funded by companies with a stake in (shock) selling in-game ads…

    I think it’s self-evident that severely impacting the gameplay experience is generally bad up to a point, but I doubt if judicious use of in-game ads in a big property would affect sales in any way.

    #20 5 years ago
  21. polygem

    i decided to boykot every product placed on an ingame ad others than “gamesrelated” ads like sequels, publishers…

    #21 5 years ago
  22. Phoenixblight

    Prototype was chuck full of ads with Gamecrazy, Gamestop, Guitar Hero and other retailers….

    #22 5 years ago

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