MCV: Issue 957 – May 2020

Bidstack’s VP Gaming, Charlotte Cook talks to MCV’s editor Seth Barton about the DCMS’ ‘Stay Home, Save Lives’ campaign done in partnership with Codemasters, the good that in-game advertising has done during the COVID-19 lockdown and the potential this new revenue stream can offer for game developers.

‘Stay Home, Save Lives’ has been the message for the last few weeks. It’s appeared in various forms on billboards, in newspapers, on TC and across news sits. However, many of those mediums aren’t seen by the hardest to reach audiences, especially under lockdown. So the government also worked with a handful of games publishers to place such messaging alongside and within games.

That let us look at in-game advertising in a new light. Showing it could do a lot more than simply promote products, it could talk to hard-to-reach audience about a myriad of socially responsible messaging.

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