Wednesday, July 28, 2021

Facebook’s entry into VR advertising is not going very well

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Facebook’s efforts to bring publicity to the virtual reality platform Oculus that it has spent billions of dollars to build don’t seem to have gotten off to a great start.

The company announced last week that it planned to release its first in-game announcements within the title. Blaston from the most prolific VR game developer Resolution Games, and just a few days later, the game studio has shared that after listening to users, they decided to drop the ad launch.

“After listening to player feedback, we realize that Blaston is not the best fit for this kind of advertising test,” a tweet from Blaston count read. “Therefore, we no longer plan to implement the test. We look forward to seeing you in the arena and we hope you give the Crackdown update a try that was released today! “

This potential ad launch had been particularly noteworthy because the ads were being tested within a third-party developer title. Facebook has bought a handful of VR studios in recent months and owns several of the most popular Quest titles within its market, so the opportunity to implement advertising with an external partner gave Facebook the opportunity to frame the implementation of advertising as a way for developers to open their monetization channels, rather than for Facebook to do so.

Last week’s announcement still drew many critics in the VR community who weren’t enthusiastic about Facebook’s broader struggles to balance advertising efforts with user privacy, but other users seemed more upset by the possibility of that the ads will be deployed within a paid network. title they had already purchased. Blaston retails for $ 9.99 at the Oculus store.

Resolution Games’ abandonment of the test even before it began is an early setback for Facebook’s VR advertising efforts showing just how skeptical the Oculus platform’s most vocal users remain of Facebook. In a blog post last week, Facebook sought to address initial concerns about what user data would be used to serve advertising in virtual reality, specifically noting that conversations recorded by the microphone of a headset and images analyzed by the cameras of Integrated tracking would not be used.

Facebook saw considerable backlash last year from VR fans when they shared that new headphone owners would need a Facebook account to activate their devices. While the criticism came after the announcement, the recently launched $ 299 Quest 2 headset has already outsold all of Facebook’s previous VR headsets combined, the company said.

We reached out to Facebook for comment.

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