Wow has advertising changed. Electronic Arts has confirmed that the Obama campaign bought a virtual billboard in the Xbox 360 game called Burnout Paradise. Brandweek reported that after seeing a virtual billboard ad in a video game, 11% of the gamers made an effort to engage with the brand advertised. A recent poll of Xbox 360 gamers showed Obama leading McCain by 12 percentage points.
"Like most television, radio and print outlets, we accept advertising from credible political candidates," an EA spokesperson said. "Like political spots on the television networks, these ads do not reflect the political policies of EA or the opinions of its development teams."