In-Game Ads Activated in Deus Ex: Human Revolution

PC gaming sure isn’t what it used to be. Remember when the biggest inconvenience was needing the CD to play? Today, we have to instead battle a multitude of different DRM schemes (the worst being Ubisoft’s famed “always online”), games that launch with a billion bugs, and now, games that shove ads down our throats.

I admit right off that not all in-game advertising is a bad thing, but it depends on the game and how it’s presented. In a racing game, a lot would be taken away if real-world cars weren’t included, and if the ads are billboards – at least it’s realistic. What wouldn’t be realistic and instead be off-putting is an ad shown at the menu screen.

Though some games have existed for a while with some out-of-context advertising, I have somehow avoided them all. The first exception might be Deus Ex: Human Revolution (read our review), as Square Enix and/or Eidos Montreal have just rolled out the first such offering – and boy is it out-of-place.

During the game’s level-loading screens, a small ad is now being displayed in the bottom right-hand corner. At the current time, the only (I believe) advertisement is for Star Wars on Blu-ray. Obviously, Star Wars has about as much to do with Deus Ex: Human Revolution as a pop band has to do with a death metal band. Both are sci-fi, and that’s about where the similarities end.

Likely due to the fact that I’m in Canada, I personally can’t see any advertisement yet – or, I just haven’t waited long enough. I did play the game for a couple of hours two nights ago, however, and encountered nothing. The image seen above is rather telling, though.

Again, in-game ads can be fine. I have lots of Android games that have ads in them – but they were free. In most cases, DE:HR set people back fifty dollars – so how on earth are ads like these, as out-of-place as they are, justified?

I am a huge fan of the game, but I admit this move has dampened my feelings on it. For a company like Eidos Montreal to produce what I consider a masterpiece, only to shove unrelated ads down our throats without our consent – it’s disgusting.

Not all is wrong, though. There does exist a “no-ad” crack for those who want to take the risk of patching their game.