When it comes to securing the White House, Democratic presidential candidate Barack Obama is taking his campaign into the world of online videogames in an attempt to drum up support from hard-to-reach prospective voters aged between 18 and 34.
Barack Obama looks to tap the Xbox demographic with in-game campaign ads. Image: BohPhoto/Flickr.
Specifically, high-octane racers and hardened sports fans pounding buttons in popular Electronic Arts titles Burnout Paradise and Madden NFL 09 are likely to see the Illinois senator’s campaign message on in-game billboards as they immerse themselves in blistering multiplayer action.
Appearing on the streets of Burnout Paradise and Madden NFL 09 for the Xbox 360 since October 06, Obama’s advertising drive (no pun intended) is scheduled to run until November 03, which is the eve of the upcoming U.S. general election when voters will select between Obama and his Republican opponent John McCain.
Interestingly, a representative for publishing giant Electronic Arts told GameSpot that Obama’s ads are only appearing in 10 U.S. states, most of which are traditionally contested battlegrounds between Democrat and Republican senators.
“What we’re trying to do is offer ads in games where we’re simulating a real-world environment, so our racing games, our sports games lend themselves to that,” the EA spokesperson told AP. “That’s very appealing to our advertisers.”
Players of Burnout Paradise in Colorado, Florida, Indiana, Iowa, Montana, Nevada, New Mexico, North Carolina, Ohio, and Wisconsin should be on the lookout for Obama’s campaign ads. GameSpot also notes that all-but the state of Wisconsin were secured by Republican George W. Bush during the 2004 election run-in.
Obama’s vote-tempting campaign on the Xbox 360 has been implemented after his camp approached advertising agency Massive Incorporated (a subsidiary of Microsoft Corp.). A similar run of ads was reportedly offered to John McCain’s campaign group, which opted not to adopt such a strategy.
While EA has insisted that it does not officially endorse Obama or McCain, topical Web site GamePolitics has recently revealed various videogame executives who have contributed to the ongoing Democratic and Republican causes.
While the likes of EA CEO John Riccitiello, Take-Two Interactive chairman Strauss Zelnick and ESRB president Patricia Vance have all donated to Obama’s campaign, Spore and The Sims creator Will Wright and Activision boss Bobby Kotick have provided cash to back McCain.
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