• October 16, 2008

Microsoft in-game advertising subsidiary Massive has begun serving up Barack Obama campaign ads in a variety of Electronics Arts video games for the Xbox 360 console. The ads, which read "Early Voting Has Begun," and include the URL voteforchange.com, run in realistic settings such as billboards in stadiums and other outdoor locations.

While the campaign--scheduled to run through Nov. 3--may vary per game, the ads appear in EA titles Burnout Paradise, Madden NFL 09, NASCAR 09, NHL 09, NBA Live 08, Need For Speed: Carbon, Need For Speed: ProStreet, NFL on Tour, and Skate. They are geographically targeted, appearing in swing states such as Colorado, Florida, Iowa, Indiana, Montana, North Carolina, New Mexico, Nevada, Ohio and Wisconsin.

"If you look at the demographics of video gamers, which range from 18 to 65, and up, it makes sense for the Barack campaign," said Brandon Berger, VP of digital innovation at MDC Partners. "It's about media placement, understanding your audience and connecting the dots to the relevant audience by finding the correct medium to reach them."

Sen. Obama and Republican rival Sen. John McCain faced off in the final presidential debate Wednesday. Previous to that debate, a New York Times/CBS News poll indicated that McCain had fallen about 14 points behind Obama. Earlier this week, an ABC News/Washington Post poll indicated that Obama had a 10-point national lead--53 to 43--over McCain among likely voters.--Laurie Sullivan