It should come as no surprise that in-game product placement is growing (remember Obama was the first presidential candidate to use in-game advertising/placement). Gaming has grown into a major media source and perhaps it is more surprising that in-game placement is more pronounced. However, a note from this portfolio.com article on game consoles and advertising also tells another important video game evolution. Michael del Castillo writes,
One of the more successful examples of such pairing of corporations with games is Jeep and Call of Duty. The pairing is twofold. An actual Jeep Wrangler called Call of Duty: Modern Warfare 3 Edition and a virtual Jeep Wrangler in the game. While on the prowl for bad guys, one of the 20 or so vehicles you can “borrow” is such a Jeep. The “elegant” part of this endorsement is that not just anyone can access the vehicle. It has to be unlocked, and figuring out the secret to doing so gives game players a sense of exclusivity.
If a vehicle manufacturer is finding gaming audience an appropriate target audience, it suggests the gaming demographic is getting older.
Most interesting quote from the article:
“The [Xbox] platform has shifted from 10 years ago, when it was 80 percent game play, to now when it’s about 40 percent game play,” said Jeff Plaisted, director of Microsoft’s mobile advertising sales and strategy.
