Advertising and Gaming

Posted on January 25, 2005

USA Today reports that Disney plans to release an interactive game called Virtual Magic Kingdom which will be targeted at tweens or ages 8 to 12. The game will be released on May 5th as part of Disney's Disneyland's 50th anniversary. The Disney game offers different games based on theme park rides like Haunted Mansion and Jungle Cruise as well as a virtual hangout for tweens. Kids can even earn points that can be used towards purchases at the park itself. Obviously, the intent of the game is to interest children in the Disney theme parks so that they will ask their parents to take them there.

The concept is an emerging one called advergaming, where media and manufacturing companies use games to increase sales of products or tickets. The U.S. Army even has a kind of advergame called America's Army.

However, not everyone sees the games as harmless entertainment. Jeff Chester of the Center for Digital Democracy said "These are not just harmless games. It's part of the brainwashing of America." Another emerging type of game advertising occurs within the game itself.

PC World reports that two online advertising networks plan to place ads inside games for TV shows, soft drinks and tech products. Jason Della Rocca, program director for the International Game Developers Association, told PC World that the ads will have to be consistent with the game itself to work. Rocca said, "If I'm playing a Star Wars game, and there's a McDonald's or Starbucks in Tatooine...that really doesn't help."