Scottish Government buys Xbox Live ad space

A new way to reach the kids?

Ever since Pac Man and Donkey Kong populated dingy arcades, governments and videogames have had a rough relationship. It seems many governments would have liked the videogame 'fad' to end years ago. So to hear of a government embracing the potential of games is quite refreshing. According to a statement on their website, the Scottish Government has bought in-game advertising space on Xbox Live to promote their latest drink driving campaign. The ads will appear on virtual billboards within certain games as part of Microsoft's in-game advertising revenue driver.

Stewart Stevenson, Scotland's Transport Minister explained "With statistics showing that road deaths, particularly among young people, are continuing to rise, it is clear we must look at new ways of getting road safety messages across." The promotion will initially be for a trial period, cost the government £10,000, and the results will be monitored. Stevenson continued "I hope it can be a success. With Christmas approaching, and many young people unwrapping new consoles, this initiative has the opportunity to save lives across Scotland."

Games that will carry the ads include Need for Speed: Carbon, Need for Speed: ProStreet, Project Gotham Racing 4, Pro Evolution Soccor 2008 and NBA Live.

News-Source: palgn.com