There I am, stalking through the post-apocalyptic ruins of the Suez Canal in my captured L-5 Bogatyr battlewalker, searching for PAC infantry and other soft targets, when I notice that there's a familiar billboard ahead. Hmmm...given that I'm playing Battlefield 2142, it would appear that things fell apart about 133 years ago. Either that, or some radiation-crazed mutant has a fondness for putting up vintage movie ads.A little online investigation reveals the following information from a 2006 Electronic Arts press release:
Today's announcement from Electronic Arts describes an agreement with New York-based in-game advertising firm IGA Worldwide, which will see an unspecified number of EA franchises implement in-game advertising. The first game that will see ads from IGA is Digital Illusions CE's Battlefield 2142, which will be receiving dynamic ads tailored to players' physical locations. Interestingly, the press release also states that ads will be customized by platform, though the game has been announced only for PC, suggesting that the game may eventually be coming to other systems. "Consumers are increasingly gaming in deep, virtual worlds and advertisers need adapted ways to reach these audiences," said European VP for Online and Strategic Relationships Frank Sagnier. "The agreement with IGA is a first step in a detailed strategy to deliver advertising in a seamless format." It was not specified what type of real world brands will be used to seamlessly and realistically integrate modern advertising into the fictional setting of a war-themed game set in 2142.Sigh...yes, consumers are spending more time in "deep" virtual worlds, but obviously they're not deep enough. I can just see the next step in the process: some desperate, battered human raiders making their stand in World of Warcraft as the Orcs begin their charge: their Nikon spears ready, their Coca-Cola shields braced, heads defiantly held high in their Nike helms...
- Sid
