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NONE: Re: ONLINE-ADS>> What's wrong with compute games?
Re: ONLINE-ADS>> What's wrong with compute games?
Mark J. Welch (markwelch_at_ca-probate.com)
Wed, 25 Feb 1998 21:37:37 -0800
At 02:07 PM 2/26/98 +1100, James Halprin wrote:
>I believe that advertising appropriate to the experience can be far more
>powerful than during informational web sites. Let me give you an example.
>People automatically associate advertising with their favourite sport.
>People also love to play computer simulations of their favourite sports.
>What better way to perpetuate the branding message than to incorporate the
>same advertising sponsors into the interactive experience. It just seems
>like a natural progression. And in fact from talking to many people about
>this issue (I have been in charge of the development of the EA Sports
>Cricket franchise for the past 3 years), people prefer to have real
>advertising in the game because it adds that extra sense of realism to the
>product. Removing that logo from the pitch makes it look, somehow, empty.
>This is just one example in an endless line of possibilities.
Beware. Back in 1990 or 1991, I was one of the "game designers" who
opposed a California bill that would have made it illegal to include any
cigarette or alcohol images in computer and video games. (I wrote and
made some calls, and proposed a compromise, probably with no effect;
fortunately, Chris Crawford went to Sacramento to testify, where he
learned that the chairman of the committee was a fan of his games.)
The legislature quite properly objected to the idea of cigarette and
tobacco ads appearing in games used primarily by minors. The game
designers objected that if you are designing a sports game, you need
to incorporate the standard imagery that exists in that environment,
including the alcohol and tobacco ads. The bill was amended in
committee to only prohibit PAID advertising in computer games
for tobacco and alcohol products. (The statute is reproduced below.)
A cursory reading of the law suggests to me that it applies to any
computer game and, arguably, internet games.
California Penal Code 308.5:
(a) No person or business shall sell, lease, rent, or
provide, or offer to sell, lease, rent, or otherwise offer to the
public or to public establishments in this state, any video game
intended for either private use or for use in a public establishment
and intended primarily for use by any person under the age of 18
years, which contains, in its design and in the on-screen
presentation of the video game, any paid commercial advertisement of
alcoholic beverage or tobacco product containers or other forms of
consumer packaging, particular brand names, trademarks, or
copyrighted slogans of alcoholic beverages or tobacco products.
(b) As used in this section, "video game" means any electronic
amusement device that utilizes a computer, microprocessor, or similar
electronic circuitry and its own cathode ray tube, or is designed to
be used with a television set or a monitor, that interacts with the
user of the device.
(c) A violation of this section is a misdemeanor.
Mark J. Welch
<markwelch_at_ca-probate.com>
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