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December 16, 2002
Advertising and Product Placement in Games
Via Sylloge, a short link to a link: Product Placement on The Sims
I wonder, now that console games are networked, would it be possible to actually sell advertising time within the game based on observed user game play behaviour? For example, my basketball game knows that I play Shaq more than other players, so why not feed in-game ads--like arena-side banners--that corresspond to the products Shaq endorses? It would be easy to both feed those ad graphics to the game over the network, and to track pretty closely how much exposure any a player has to them. That seems like a terribly evil idea, maybe worse than sticking a Big Mac inside the Sims.
Posted by Andrew at December 16, 2002 06:22 PM
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Please, don't give them any ideas.
Posted by: Brad Lauster at December 17, 2002 11:33 AM
or a great idea, depending on implementation.
i thought this a while ago, when pondering the implications of a networked Grand Theft Auto III.
http://www.cityofsound.com/blog/archives/000237.html
it could be live content streaming into the game i.e. the in-car radio stations could be live radio stations. the ads are one opportunity, as you suggest, but as games increasingly model worlds, there are 'content' opportunities too. the line between content and ad is a fine one perhaps, specially if the music surrounding the basketball could be streamed in live, varying on your approval ratings etc.
Posted by: dan at January 3, 2003 05:48 AM
Product placement is hardly a new kid on the block, but I personally believe that the true opportunities are yet to come... Please do forgive me, if I speak mainly of the marketing communication point of view.
Regarding the GTA III, I have also been wondering what could / should be the next phase, or generation. I´m sure that Rockstar has made some future plans on how to grab those Phat bucks, not only from selling games, but from several methods of digital marketing communication.
The violence might be an issue, which might be "too much" to handle to most of the known Megabrands. However, as targeting is getting more and more challenging and the present point-to-point communication is hardly done the way it should, I see some very interesting points and arguments in this matter.
Cultural "attitude" will be the core driver of future advertising. Measured, branded gaming experience... who´s gonna take it to the Max?
Regarding the GTA III online-radio, why would one settle for only listening to live cool-ads? I´d upgrade the concept to be bundeled as part of the storyline.
Picture this,
during a GTA X live radio broadcast, the first who drive to a set place would receive a virtual, branded mobile phone, which would give the player some advantage in the game...or maybe the players would find eFlyers flying all around the hood, which entitles to participate to a blind date in virtual, branded hamburger restaurant (leaving your gun outside the premises).
I´d like to choose what I wear, so why not put up a virtual, branded clothes shop? I´m sure that some limited edition, branded leather jackets would be a big thang!
I know the examples are far from original, but from a commercial perspective, they are truly mindblowers!
_T
Posted by: Tero Pajunen at February 24, 2003 08:17 AM
Hi All,
I'm Matteo and Italian.
I'm doing a research about Product Placement in Europe, and I'd like to know if you know some agencies or company active in this segment in Europe or USA that I can contact..
Thanks so much,
MG
Posted by: matteo at August 28, 2003 08:46 AM