Scotland to sponsor advertising in videogames to discourage drunken driving

Scotland to sponsor advertising in videogames to discourage drunken driving

The Scottish government has said that they are now launching a pilot project to sponsor ads within videogames which discourage drunken driving.

The trial project would cost them around 10,000 pound and it would start with sponsored advertising on virtual billboards within several games for Microsoft Xbox consoles.

They would begin with popular games like “Need for Speed: Carbon,” “Project Gotham Racing 4″ and “NBA Live.”

Scottish transport minister Stewart Stevenson spoke about this project: “The technology is non-intrusive, subtle, but the message can be seen in the background, loud and clear.”