Speaking Sensis

In a first for in-game advertising in Australia, MediaSmart has negotiated an innovative deal with Victoria’s Transport Accident Commission to make targeted advertising available within PlayStation 3 games.

Australian gamers using Sony’s gaming console will begin to see targeted messages about drink-driving and speeding throughout PlayStation 3 games while exploring the virtual worlds.

According to the latest Roy Morgan data, about half of males aged between 18 and 34 have played computer games at home in the last three months. The ads will enhance the user experience by making the game more realistic in terms of relevance to real-world advertising on the dangers faced by motorists every day.

Using this model, the ad blends smoothly with the action, allowing content to mix easily with the message and providing an interactive experience.

The campaign will run across MediaSmart’s action, racing and sport games from January to June 2009. TAC’s advertisements will feature exclusively on the NFL, NBA and Tiger Woods PGA Tour PlayStation 3 games, as well as the cult racing video game Need for Speed.

MediaSmart has an exclusive Australian partnership to represent IGA Worldwide, the world’s largest independent in-game advertising network, which has recently been extended to include several major Electronic Arts titles on PlayStation 3.

MediaSmart is the digital display advertising division of Sensis. For more information, check out www.mediasmart.com.au.