Spreading the road safety message in racing video games

Victoria’s Transport Accident Commission has signed a $100,000 deal to deliver a series of road safety advertisements in racing video games.

The contract, which is understood to be one of the biggest game advertising campaigns in Australia, is designed to target young men racing fast cars in games such as Need For Speed.

Gamers will view in-game billboards with TAC advertisements when they play racing and other sports games on Playstation 3 consoles that are linked to the internet.

TAC marketing director John Thompson told The Australian that gamers will react well to the advertisements if they are realistic.

“It’s all about engagement with our audience. Eighteen to 30-year-old males are the biggest cause of road trauma. We want to see if we can talk to this male audience, and if we can get some positive responses, that would be fantastic.”