Feeds

Xbox gamers urged don't get smashed

Scottish Government drives home anti-drink message in racing games

Build a business case: developing custom apps

The Scottish Government is to spend £10,000 on a trial scheme to place anti-drink adverts directly into Xbox 360 games across Scotland. The adverts will be seen by gamers playing the online versions of titles including Need for Speed: Carbon, Project Gotham Racing 4 and Pro Evolution Soccer 2008.

Project Gotham Racing 4 anti-drink drive poster

The Scottish Government hopes to keep the natives off the booze long enough for them to finish the race

This campaign comes as many will be playing console games at home and at a time of year that always presents problems with drink and drive related incidents all across the country: the in-game billboards will carry the Safer Scotland logo. Transport Minister Stewart Stevenson said that with road accidents continuing to rise, it was time to look at innovative solutions.

Project Gotham Racing 4 anti-drink drive poster

Xbox 360 drivers are encouraged not to drink and drive: you'll spill it...

"With statistics showing that road deaths, particularly among young people, are continuing to rise, it is clear we must look at new ways of getting road safety messages across," Stevenson said.

"This is a huge opportunity to try and reach a new audience - 73 per cent of UK 15-24 year olds have access to a gaming console in their home. The technology is non-intrusive, subtle, but the message can be seen in the background, loud and clear."

The Scottish Government said the adverts would be non-intrusive and subtle, while still getting this important message across. If the trial is successful, the same strategy could be used to deliver a wide range of road safety messages.

Build a business case: developing custom apps

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
You didn't get the MeMO? Asus Pad 7 Android tab is ... not bad
Really, er, stands out among cheapie 7-inchers
Apple winks at parents: C'mon, get your kid a tweaked Macbook Pro
Cheapest models given new processors, more RAM
4K video on terrestrial TV? Not if the WRC shares frequencies to mobiles
Have your say with Ofcom now, before Freeview becomes Feeview
Leaked Windows Phone 8.1 Update specs tease details of Nokia's next mobes
New screen sizes, dual SIMs, voice over LTE, and more
Microsoft stands on shore as tablet-laden boat sails away
Brit buyers still not falling for Windows' charms
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Backing up Big Data
Solving backup challenges and “protect everything from everywhere,” as we move into the era of big data management and the adoption of BYOD.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.