Getting In The Game: Ben Sherman

An article came out in Sunday's edition of the International Herald Tribune called On Advertising: Getting In The Game.  The article references a placement IGA Worldwide Inc has done in a game called Test Drive Unlimited from Atari.  The game has yet to hit the streets (been released) but is highly anticipated as one of the best automotive games of the year.

The Ben Sherman campaign, for instance, will feature virtual billboards displaying the company's logo and clothing, which drivers will see as they navigate around Hawaii, where "Test Drive Unlimited" is set.

Because the game, which will be available for the Microsoft Xbox 360 and PCs this spring, will allow users to play online, Ben Sherman will be able to update those billboards with changing seasonal displays.

The game industry calls this "dynamic advertising," and it is expected to generate much of the growth in spending on advertising in games.

Dynamic advertising helps solve one of the biggest problems with in- game advertising: Because few games sell more than a few hundred thousand copies, it has been difficult to reach mass audiences. Using dynamic ads, however, IGA and other agencies can now patch together virtual "networks," placing ads in multiple games, just as real-world billboard operators can provide a variety of poster sites.

A new T-Mobile campaign, for instance, appears in games like "CustomPlay Golf" and "Trackmania Nations."

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<a href="http://technorati.com/tag/in-game+advertising" rel="tag">in-game advertising</a>, <a href="http://technorati.com/tag/videogames" rel="tag">video games</a>, <a href="http://technorati.com/tag/ben sherman" rel="tag">ben sherman</a>, <a href="http://technorati.com/tag/advergame" rel="tag">advergame</a>, <a href="http://technorati.com/tag/IGA" rel="tag">IGA Worldwide Inc</a>, <a href="http://technorati.com/tag/tech" rel="tag">tech</a><a href="http://technorati.com/tag/Darren Herman" rel="tag">Darren Herman</a>