In-game product placement does it work?

Published Monday 16 Feb 2009 11:46pm | 22
 

I think my first encounter of a recognisable product placement was a Dell XPS laptop in F.E.A.R. 

 

I’m not car loving game player but a I guess the most blatant product placement in-game appears in the whole Need for Speed (NSF) series and in fact most, if not all the car games out there.  I recently saw a doc*mentary around the launch of the new Nissan GT-R in the NSF Undercover game and how Nissan placed special emphasis on letting the gaming community see the first images of their new G-TR before the public seeing it at an official car show.  This I understand was a first for the company and why would they do that you ask?  Their reasoning was too show their appreciation to all the gamers who have bought and supported the NSF game, thanking them I guess for their loyalty. 

 

The game developers of the car enthusiast games do put in the hard yards to produce as close to life as possible the look and feel of these cars in to the ‘flat’ intangible screen of the gamer.  But by doing so does the actual car manufacturer get any benefit out of it?  I mean the gamer can’t touch it, kick the tyres, smell the rubber and certainly can only experience the sound of what their Creative Labs 7.1 surround sound will pump out.  But it’s nothing like the real thing.  I’ve seen a couple of the new GT-R’s on the roads and they certainly turn heads, but I can’t say that if I saw it on a screen during a gaming session I would be as impressed.  They look mean in real life especially from the rear.

 

More and more in-game product placement is creeping into the gaming space, but whether a gamer whose busy being pinned down by a mob of AI baddies is going to notice them is another story.

 

They say it’s a huge business this in-game product placement, a lot of ‘Benjamins’ and marketers representing the product owners are queuing up to place their product in-game.  I’d be interested in finding out whether this works.  Would you buy a Dell XPS just because you saw it in F.E.A.R? 

 


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Comments Comments (22)

 
Posted by Srassy
On Tuesday 17 Feb 2009 8:36 AM
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I'm all for product placement if it's used the right way. Take Prototype for example. It's a huge sandbox city so it can legitimately use product placement to make the city feel more real.

Nice blog!
 
 
 
Gazza22
Posted by Gazza22
On Tuesday 17 Feb 2009 10:53 AM
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I'm the same as Srassy. If it's done correctly it can add to a game. However seeing someone like Master-chief or Kratos drinking a can of Coke before going to kill someone, well then.....not so much.

But if your a train spotter who loves this kind of stuff. I suggest to you Metal Gear Solid 4.
 
 
 
Ruptunex
Posted by Ruptunex
On Tuesday 17 Feb 2009 4:56 PM
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Burnout Paradise advertised Barack Obama.
 
 
 
Posted by Wozza
On Tuesday 17 Feb 2009 5:56 PM
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Nice well thought out blog.

Racing games also have a lot of advertising banners which actually adds to realism as real racing has sponsors logos everywhere!
 
 
 
Posted by Syn-Ryn
On Tuesday 17 Feb 2009 7:22 PM
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Skate 2 made me want monster energy, to bad you can't buy it in NZ.
 
 
 
ChatterboxZombie
Posted by ChatterboxZombie
On Tuesday 17 Feb 2009 8:36 PM
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17 February 2009, 07:22 PM Reply to Syn-Ryn
Skate 2 made me want monster energy, to bad you can't buy it in NZ.
Ive had it, tastes just like relentless, and relentless is made from squeezed jewberries....

its fail.
I'd grab up all the cocaine i could if i were you, odds are it wont be here for much longer...
 
 
 
Posted by Ranger
On Tuesday 17 Feb 2009 10:56 PM
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Thanks for the feedback so far. I thought it would be an interesting topic and hope others will also share their experiences with us.

I also mean NFS not NSF. But I guess you guys know what I mean. :)
 
 
 
Posted by Syn-Ryn
On Wednesday 18 Feb 2009 7:53 AM
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17 February 2009, 08:36 PM Reply to ChatterboxZombie
Ive had it, tastes just like relentless, and relentless is made from squeezed jewberries....

its fail.
I'd grab up all the cocaine i could if i were you, odds are it wont be here for much longer...
But was Cocaine in Skate 2,
NOOOOOOOO
 
 
 
CheeseTastic
Posted by CheeseTastic
On Wednesday 18 Feb 2009 4:41 PM
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i've found that product placement in games is more often than not, a good idea.

Like others have said if its done well and subtlely it adds to the realism of a world. Obvious exceptions are advertising in load screens and the like.

Really though when you think about it, its constantly in movies and other entertainment media and is more often than not, un-noticable. It brings in extra revenue for game developers, which is more likely than not the reason for its inclusion these days which seems to be the root of most criticism. But is that just criticising something for the sake of it?
 
 
 
Posted by SkinBintin
On Wednesday 18 Feb 2009 8:36 PM
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17 February 2009, 08:36 PM Reply to ChatterboxZombie
Ive had it, tastes just like relentless, and relentless is made from squeezed jewberries....

its fail.
I'd grab up all the cocaine i could if i were you, odds are it wont be here for much longer...
Urgh... Cocaine Energy is garbage.

And apparantly Monster WAS here... but got recalled due to all the labels missing the required nutritional information required for the New Zealand market. It'll be back ;)
 
 
 
Posted by Srassy
On Wednesday 18 Feb 2009 9:41 PM
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Apparently in the US, if you bought Shaun White's Snowboarding from a Target retailer then you would have a whole different mountain advertising Target throughout. Kinda nasty considering there are only 4 mountains in the game to begin with.
 
 
 
Posted by shadowbandit
On Wednesday 18 Feb 2009 10:35 PM
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I got the mp3 fergie had in "fergalicious" video clip purely because my uncle said "cool" when it appeared. So i know it works in music videos, lol
 
 
 
Chaos_Strikes
Posted by Chaos_Strikes
On Saturday 21 Feb 2009 1:46 PM
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...
 
 
 
Posted by The Host of Chaos
On Sunday 22 Feb 2009 2:14 AM
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17 February 2009, 10:53 AM Reply to Gazza22
I'm the same as Srassy. If it's done correctly it can add to a game. However seeing someone like Master-chief or Kratos drinking a can of Coke before going to kill someone, well then.....not so much.

But if your a train spotter who loves this kind of stuff. I suggest to you Metal Gear Solid 4.
I agree with you too. And I was going to point out MGS4 but you beat me to it! Actually the Metal Gear Solid as a whole has a bit of product placement going on.
 
 
 
alienhominid
Posted by alienhominid
On Sunday 22 Feb 2009 5:09 PM
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No. I wouldn't buy an XPS laptop at all.
 
 
 
Slide
Posted by Slide
On Monday 23 Feb 2009 9:56 PM
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Haha, yeah. I wouldn't buy a Dell if the game shoved it in my face...
 
 
 
Ruptunex
Posted by Ruptunex
On Tuesday 10 Mar 2009 10:50 AM
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No nor would i...
 
 
 
Posted by nimrod76
On Tuesday 20 Oct 2009 2:30 PM
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17 February 2009, 04:56 PM Reply to Ruptunex
Burnout Paradise advertised Barack Obama.
Did it!!! I never noticed not sure if Im too keen on that.
 
 
 
Posted by nimrod76
On Tuesday 20 Oct 2009 2:33 PM
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First product placement I noticed was Splinter Cell (the one before double agent cant remember what is was called) it was a pack of chewing gum sitting next to a radio, shortly after that the same brand appeared on a blimp floating above you.
Its all good if done right, MCLA had Pizza Hut's all over the place but it fitted in.
 
 
 
knoxtryb
Posted by knoxtryb
On Thursday 22 Oct 2009 3:21 PM
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product placement is all good. As long bp it adds to the game. :-)
 
 
 
Soyerz
Posted by Soyerz
On Sunday 28 Feb 2010 9:02 PM
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I am not buying anything advertised in-game anytime soon because most of the products we cannot get here <_<
 
 
 
Soyerz
Posted by Soyerz
On Sunday 28 Feb 2010 9:03 PM
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20 October 2009, 02:30 PM Reply to nimrod76
Did it!!! I never noticed not sure if Im too keen on that.
I think it may have been done in an update. Not too sure.