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HTC introduces eye-tracking VR ads

It can track when players look away to judge ad effectiveness

HTC has developed eye-tracking ad technology that will allow companies to judge how players are - or are not - looking at the advertising.

The move is the latest in a line of initiatives from HTC to encourage more revenue from the VR sector as the market develops. 'Innovative VR Ads' - as the website calls it - offer cinema-scale ads, as well as 2D and 3D placements.

The ads are opt-in and are HTC hopes it will help developers lower the cost of their VR titles or even offer more for free. Due to the eye-tracking technology, the service can see whether the ads are being viewed or if users are turning away their gaze, which will also advertisers to better target the desired audiences. HTC believes this element, plus verified viewings, will increase the advertising revenues generated from in-game ads.

"Compared to ordinary Ad impressions, Ads that are seen by users in a immersive VR environment can not only meet the user's needs by means of precise re-targeting, but can also be detected if they are viewed effectively by users," HTC's website said. "Therefore, promotion of your applications would have much more effective impression, which not only arouses the attention of potential users and enhance brand image, but further attracts interested users directly to download your apps in the VR environment."

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Christopher Dring avatar

Christopher Dring

Head of Games B2B

Chris is a 15-year games business veteran. He spent nine years at UK business weekly MCV, including five years as editor. He joined GI in 2016 and oversees editorial, sales and events worldwide. He is the architect behind Best Places To Work Awards and GI Live. And is a tiny bit obsessed with market data. He also writes for Doctor Who Magazine. Because Doctor Who is awesome.