Book Excerpt: Game Design Complete: Advergaming and Sponsorships
[04.06.06] - Patrick O'Luanaigh
Advertising in Games
Let's take a look at a few real-life examples of how in-game advertising has been implemented very well and some in which I think it has been implemented badly.
Good Examples of Advertising in Games
I chose these games because the advertising is fairly subtle and, when they were released, the games broke new ground for using advertising. One important lesson to be learned here is that you can make your in-game advertising more palatable and effective if you find new and clever ways to incorporate it.
Figure 11.1 Wipeout 2097
The Wipeout series has always been at the cutting edge, with many new ideas. In-game advertising was one of them. Wipeout 2097 (see Figure 11.1) advertised companies like Red Bull on in-game billboards and was one of the first games to do so. What's more, because the game is about a futuristic racing championship, the advertisements seemed in keeping with the game, so they never felt out of place. Along with the great licensed music tracks, they made the game feel very cool.
Crazy Taxi (see Figure 11.2) was one of the very first games to really go to town with in-game advertising. It featured a whole load of national chain stores, such as Tower Records, KFC, Fila, and Pizza Hut. The advertising made the city feel realistic and definitely enhanced the gameplay. Again, the advertising was totally in keeping with the game, and because there was such a variety, it never really felt like you were watching an advertisement.