• Ad Age, Thursday, March 16, 2006 10:30 AM

Visa USA has made its first significant ad buy in a video game, underscoring a trend among big brands to buy exposure in the engaging world of video games. In fact, the credit card company has bought more than a few background digital billboards, playing a crucial role in the development of the game, which is based on the hit CBS series "CSI." In one of the game's five criminal cases, Visa's fraud monitoring abilities save the day when a suspicious charge emerges on a victim's credit card. Of course, in addition to this small piece of the plot, Visa's buy includes signage and other background elements throughout the game. Visa USA's media buying agency OMD bought the product placement from Ubisoft, the game's publisher; the companies then worked together to incorporate the brand into the game. Visa marketing exec Jon Raj said the company is actively pursuing marketing opportunities in emerging interactive media such as video games. The buy was made with Ubisoft, which licenses the "CSI" brand from CBS Corp., and was not part of any TV deal. Ubisoft expects initial sales of 75,000 in the first week and overall sales of 300,000 for the game.

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