Facebook’s entry into virtual reality advertising isn’t going too well: TechCrunch

Facebook’s efforts to bring advertising to the billion-dollar Oculus virtual reality platform don’t seem to be off to a good start.

The company announced last week that they planned to release their first in-game announcements under the “Blaston” title from the prolific VR resolution game developer, Games Games, and a few days later the game studio has shared that after listen users We have decided to abandon ad serving.

“After hearing the players’ comments, we realize that Blaston is not the most suitable for this type of advertising testing,” explains a tweet from the Blaston read account. “Therefore, we no longer plan to implement the test. We look forward to seeing you in the arena and hope you try the Crackdown Update that was released today. ”

This potential ad launch had been especially notable because the ads were being tested within a title by an external developer. Facebook has bought a handful of VR studios in recent months and owns several of the most popular Quest titles on its market, so the opportunity to launch advertising with a third-party partner gave Facebook a chance to frame the launch. advertising as a way for other developers to open their monetization channels instead of through Facebook.

Last week’s announcement still showed many critics in the virtual reality community who weren’t happy about Facebook’s broader struggles with the balance between advertising efforts and users ’privacy, but other users seemed to be more annoyed by the possibility of running ads within a paid site. title they had already bought. Blaston retails for $ 9.99 at the Oculus store.

Update: Resolution Games contacted TechCrunch with a statement, which presented the possibility of conducting new roadside advertising tests within one of the developer’s free apps. “To make it clear, we realize that Blaston is not suitable for this type of advertising. Alternatively, let’s find out if it’s feasible to move this little temporary test to our free game, Bait! at some point in the future “.

Resolution Games that drop the test even before they start are a first setback for Facebook’s virtual reality advertising efforts that show the skeptic that Facebook users of the Oculus platform remain. In a blog post last week, Facebook attempted to address initial concerns about what user data would be used to post RV advertising, and specifically noted that conversations recorded by the handset’s microphone and headphones would not be used. images analyzed by integrated tracking cameras.

Last year, Facebook saw a considerable reaction from virtual reality fans when they shared that new headset owners would need a Facebook account to activate their devices. Although criticism was posted after the announcement, the recently released $ 299 Quest 2 headphones have already surpassed all previous Facebook virtual reality devices combined, the company reported.

We contacted Facebook for comments.

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