Obama game advertising

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For example, the campaign for the Democratic senator from Illinois is actively courting the votes of gamers for a change. As pointed out by GamePolitics last week, ads for Obama's presidential campaign have been spotted in Electronic Arts' high-octane racer Burnout Paradise. An EA spokesperson today confirmed for GameSpot that the Xbox version of the game has been playing host to Obama billboards since October 6.

The advertising campaign will run until Monday, November 3, the eve of the US general election. The EA representative said that the ads would appear in only 10 different states, most of them contested battleground states. In the presidential election, all of those states except Wisconsin went to Republican incumbent George W. The Obama campaign is running only on the Xbox version of the game, given that it was handled by Microsoft-owned in-game ad firm Massive Incorporated.

The company has struck past ad deals with Ford Motor Co. For those who still associate video games with clunky "Pac-Man" or "Space Invaders" consoles, here's how in-game advertising works: The Xbox console connects to the Internet, so it can be updated with new features, including ads. In the case of "Burnout: Paradise," the game came out in stores in January, but the Obama ads were only inserted this month. Xbox Live subscriptions can be free or paid for, depending upon the level of service, but credit-card information gives Microsoft details about where each subscriber lives, allowing it to send regionally targeted ads to each individual.

The billboard features a picture of Obama and says, "Early voting has begun," and also points players to the candidate's website at voteforchange. Despite the ad placement, the Democratic presidential candidate has made some disparaging comments about video games during his campaign.

In a speech in February, Obama equated playing video games with underachieving. Obama has, however, won points with technology-savvy voters.