What’s Barack Doing In My Burnout?

[28 October 2008]

By Ryan Smith

Image courtesy of gamepolitics.com.

Image courtesy of gamepolitics.com.

Barack Obama has often lectured kids and their parents to “put the video games away” on the campaign trail, but if people insist on playing the stupid things, they might as well vote for him. That’s the message many are getting from the news that the Democratic presidential candidate has taken out ads in 18 games for the Xbox 360 that will feature on virtual billboards and other in-game signage. The games include EA titles like Burnout Paradise, Madden 09, NHL 09, Skate, NFL on Tour, Nascar 09 and Need for Speed Carbon. Of course, the ads will only be seen by gamers in the all-important swing states playing online (Colorado, Florida, Iowa, Indiana, Montana, North Carolina, New Mexico, Nevada, Ohio and Wisconsin).

Evidently, both the Obama and McCain camps were approached by online advertising company Massive, but McCain’s campaign passed on the opportunity to put his message out into the virtual world—perhaps wisely considering the huge advantage Obama has in the 18 to 34-year-old demographic (though perhaps McCain maybe should have at least considered ads in a Republican-friendly NASCAR game). According to a poll of 100,000 Xbox Live users that asked gamers to select their nominee for president, 43 percent chose Obama, 31 percent went McCain and the rest were undecided or for a third-party candidate.

So maybe it’s not a bad move for Obama to ask Xbox Live users to hold off on another game of Madden long enough to get off their couch and vote for him—he certainly has the money to spare.

Image courtesy of destructoid.com.

Image courtesy of destructoid.com.

This does however beg the question of whether this convergence of politics and games is a good thing. Some gamers say they don’t like the idea of these types of real world invasions into their fantasy realms. But in reality, advertisements have been creeping into games for years now (anyone remember Marlboro ads in Sega racing games in the 80’s?). Does it really matter if it’s a giant corporation trying to sell us a product or a presidential candidate trying to grab our vote? An ad is an ad.

Also, I think an in-game billboard with Barack Obama telling you to vote seen while you’re speeding down a highway in Burnout is pretty inoffensive. If, however, Master Chief’s face got replaced by Obama’s when you turned on Halo 3—well, that’s a different story.

Published at: http://www.popmatters.com/pm/post/whats-barack-doing-in-my-burnout/