Advertising Industry
Industry: Email Alert RSS FeedBeyond in-game ads: Nissan takes growing market to different level.(News)
Advertising Age, June, 2007 by Sullivan, Laurie
Byline: LAURIE SULLIVAN
adageeditor@adage.com
When gamers head to Best Buy, GameStop or Circuit City, this summer to shell out $60 for the "Forza Motorsport 2'' Xbox game, they'll have the opportunity to get a little something extra, compliments of Nissan USA. Starting next month, the automaker is sponsoring free add-ons for the game-players can download a Nissan Sentra SE-R and participate in a high-performance race that will take place on Xbox Live in August.
It's the latest trend in a burgeoning in-video-game advertising market: Don't just put ads in the game; instead, reward gamers with extra levels, aftermarket add-ons and accoutrements, which drive not just awareness but affinity among a hard-to-reach, often fleeting demo.
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