Archive·The Hollywood Reporter·November 2005·Quoted as EVP, 1st Approach
Product Placement In Games Sizzles
EA and Midway were ramping up paid brand placements in games like Need for Speed and L.A. Rush while worrying aloud about a gamer backlash against ad overload.
“A properly designed game that provides lots of game play hours and high replay value can provide more bang for the buck than a favorite DVD, which might get played 3 to 5 times in a year, max.”
“And if the brand becomes a critical part of the game’s mission objective, then you’ve got a product placement home run.”
“Branded Entertainment Monthly.”
Jeff Greenfield, EVP, 1st Approach
The Hollywood Reporter · reported by Paul HymanOriginal no longer online.
