Scotland buys in-game ads — but it's okay, they're good!

Forza You hate in-game advertising, right? How dare companies try to promote their stuff in a game you already paid for! What if the people paying for in-game advertising were doing so as a public service, though?

That’s the case in Scotland, where the Scottish Government is paying £10,000 for virtual billboards which will be seen by Scottish Xbox 360 gamers playing the online versions of titles including Need for Speed: Carbon, Project Gotham Racing 4 and Pro Evolution Soccer 2008.

Just what are they using Scotland’s money to advertise? The Safer Scotland logo, which encourages people to not drink and drive.

Transport Minister Stewart Stevenson said, "With statistics showing that road deaths, particularly among young people, are continuing to rise, it is clear we must look at new ways of getting road safety messages across. This is exactly the kind of initiative we should be trying. It is innovative, it is new, and it is far removed from the more traditional methods we have been using. I believe that is what we need if we are to reverse the number of Scots families suffering the tragedy of a loved one being lost."

With over 150 people under the age of 25 caught in Scotland’s annual festive drink driving blitz, and 70% of the males 15-24 in the UK owning a game console, hopefully this is an advertisement people actually pay attention to.

[via BBC News]


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Author: Brendon Lindsey View all posts by

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