Not sure if this goes here but from the article I'd have to assume this would happen on both consoles and PCs - and this is a console site. I didn't see this topic broached so if this was posted before my apologies.This article
I spotted on HardOCP was a bit disturbing. Now I know that these companies want additional revenue to offset the costs of devlopment or just more money in general if it's a budget title but as a game player I really don't want any obtrusive ads when I'm playing a game. More specifically this is what bothered me:
The technology backbone behind the Massive Video Game Advertising Network is Massive's patent pending ad serving technology, a client-server system that dynamically delivers advertising into video games within the Massive Network, and measures and reports results. Once integrated into a game, the Massive client library pulls down advertising from the Massive Server in the background of game play and reports every time an ad is seen. Massive manages ad campaigns on the back-end to meet advertiser requirements such as airing ads only during Primetime or on Sunday nights, or to specific segments within the network, as well as to ensure reach and frequency goals are met. The entire process is invisible to the player and optimized so as to not impede game play or online performance
So all games have to be online now since this stuff will be calling home to serve ads and record your information. How exactly are they going to get this data? Am I going to be forced to register online? At least in PC games when they ask you can decline. With this model are they going to "force" gamers to register or prevent you from playing the game?
I really don't like this trend.