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  • Book Excerpt: Game Design Complete: Advergaming and Sponsorships

    - Patrick O'Luanaigh
  • Bad Examples of Advertising

    In certain respects, advergaming gets such a bad rap simply because it has been done poorly in so many games. I would imagine that you have your own list of games in which the advertising really annoys you, and here are a few that I would also put on the list.

    Zool 2

    Zool 2 (see Figure 11.3) didn't just have a few advertisements or product placements for Chupa Chups sweets—the game was basically an entire advertisement for them. Whole levels of the game were based around the sweets, with signs, banners, and products everywhere. If there is a line that you shouldn't cross as a game designer when it comes to in-game advertising, Zool 2 not only crossed it, but flew across it with a rocket pack on. Frustratingly, it was also a great game, but the advertising ruined it for many people.

    Figure 11.3 Zool 2

    Judge Dredd: Dredd Vs. Death

    Red Bull's Australian arm bought advertising within the game and then insisted on having a huge amount of presence. Not only are there big crates of Red Bull all over the place, but there are moments where an in-game character throws a can, which bounces and lands right in front of camera, filling the whole screen with the brand name. I suspect that the developers probably didn't have a choice in the matter and were forced to do this by the publishers. Oh dear!

    War Story : How Far Will You Go?

    After giving Judge Dredd such a hard time over its use of Red Bull in its game, I should even things up a little by pointing out that I also had a major soft drink in one of my games, with the main character even drinking it at one point. I'm ashamed of myself. But some of the things they wanted us to do went far beyond this. For example, they wanted the main character to mention the brand name and say how good the drink was. Hmm. Maybe not!


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