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Facebook’s entry into VR advertising isn’t going too well

Facebook’s efforts to bring advertising to the Oculus virtual reality platform it has spent billions of dollars building out doesn’t seem to be off to a great start.

The company announced last week that they were planning to roll out their first in-game ads inside the title “Blaston” from the prolific VR game developer Resolution Games, and just days later the game studio has shared that after hearing an earful from users they’ve decided to abandon the ad rollout.

“After listening to player feedback, we realize that Blaston isn’t the best fit for this type of advertising test,” a tweet from the Blaston account read. “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 went live today!”

This potential ad rollout had been particularly noteworthy because the ads were being tested inside a title from a third-party developer. Facebook has purchased a handful of VR studios in recent months and owns a number of the most popular Quest titles inside its marketplace, so the opportunity to roll out advertising with a third-party partner gave Facebook a chance to frame the advertising rollout as a way for other developers to open up their monetization channels, rather than for Facebook to do so.

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