A lot of people are upset over the product placement in Alan Wake and I honestly don’t understand all the anger. I admit that there are a lot of in game ads, though they’re only really noticeable when you’re already aware of them and looking for them, and I don’t think that they’re at all intrusive or blatantly obvious, and surely they don’t single-handedly undermine the argument for games as art. In fact, I think the product-placement in Alan Wake is actually one of the better examples of the practice.
First there are the batteries, and the fact that they’re all Energizers. Granted, the first flashlight that we pick up has “Energizer” splashed across it, but that’s the only time when the brand name is easily visible. The actual battery packs are so small that I never even realized they were branded until I stopped and made a point to look my second time through the game. The only part of the package that initially stood out to me was the yellow color, which isn’t iconic of Energizer and, from a practical point of view, helps the batteries stand out on a shelf full of ammo.