Facebook stumbles on VR advertising push after top gaming partner quits

Facebook’s first partner to advertise in its VR headsets has pulled out of the initiative less than a week after it was announced following a backlash from the gaming community.

The world’s largest social networking platform said last Wednesday that it plans to start… Advertising Test in Oculus, the popular virtual reality gaming headset, with commercials running in the shooting game BLASTON and “other developers”.

But BLASTON, a title from Resolution Games, abandoned the plan on Monday, after a torrent of complaints from users. “After listening to the players’ feedback, we realized that Blaston is not the best for this type of ad test. Therefore, we are no longer planning to carry out the test” He said on Twitter.

Dozens of users have posted 1-star reviews of BLASTON Protesting the proposed testing with Facebook, arguing, for example, that paid games shouldn’t suddenly bombard users with ads, according to media reports.

Facebook did not respond to a request for comment on the decision. In a statement last week, it said that headphone wearers will have controls to hide certain ads or hide ads from a specific advertiser.

BLASTONFacebook’s decision is embarrassing because it is trying to grow its virtual reality business by adding ad dollars to its devices revenue. Last month, the company said it had begun testing ads in the Oculus mobile app.

The company has invested heavily in both virtual reality, where headphones obscure the real world, and augmented reality, where images are projected onto the real world — with Apple and Snap in an effort to build a next-generation computing platform. The three companies are racing to build augmented reality glasses.

At last week’s VivaTech conference, Facebook CEO Mark Zuckerberg said the company now has 10,000 people working across both virtual and augmented reality. “We are investing billions and billions and billions of dollars to build something that we believe will contribute to a compelling future five to 10 years from now,” he said.

Some gamers have long rejected the idea of ​​introducing advertising into virtual reality. After selling Oculus to Facebook in 2014 for about $2 billion, company founder Palmer Luckey said the company would be able to continue operating independently from the new parent company, adding, “We won’t track you, flash ads on you, or do anything invasive.”

later on Monday, BLASTON He said in a tweet that as an alternative to the test, Resolution Games was “looking to see if this little temporary test could be ported” to the free-to-play fishing game. Taste.

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