During the 2008 U.S. presidential campaign, Barack Obama made history by becoming the first political candidate to buy in-game advertising in a video game. The title he chose for this groundbreaking move was Burnout Paradise, an open-world racing game developed by Criterion Games and published by Electronic Arts (EA).
This unexpected strategy surprised both the gaming industry and voters, as it was the first time a U.S. presidential candidate used a video game to promote their campaign. The ads appeared on in-game billboards, featuring slogans like "Vote for Change", along with a link to Obama’s official campaign website.
(Image: Nintendo)
WHAT WAS BURNOUT PARADISE?
Released in 2008, Burnout Paradise was a racing game that broke away from traditional formats, offering an open-world experience in the fictional Paradise City. Players could drive freely, participate in races, and perform insane stunts, making it one of the most popular arcade racing games of its time.
One of its standout features was realistic billboards scattered across the city, which EA used for dynamic in-game advertising. This system allowed advertisers to place real-world ads inside the game—and it was through this feature that Obama’s campaign was able to reach players.
A PRESIDENTIAL CAMPAIGN IN VIDEO GAMES?
Obama’s decision to advertise in Burnout Paradise was part of a larger strategy aimed at engaging younger voters, particularly in key swing states such as Ohio, Iowa, Indiana, Montana, Wisconsin, North Carolina, Colorado, Florida, and Nevada.
The move made sense for several reasons:
✔ Video games had become a primary form of entertainment for young adults and teenagers—key demographics for voter outreach.
✔ The internet and gaming were emerging as new political battlegrounds, challenging traditional media like TV and radio.
✔ In-game billboards provided constant exposure, as players would repeatedly see the ads while exploring the game world.
EA later confirmed that Obama’s campaign officially purchased the ad space, treating it like any other digital marketing placement.
THE GAMING COMMUNITY REACTION
Obama’s in-game advertising sparked widespread discussion. Some gamers found it innovative and exciting, marking a new era in political outreach. Others saw it as intrusive and out of place, arguing that politics didn’t belong in video games.
Regardless of the mixed reception, the campaign was highly effective in portraying Obama as a modern and tech-savvy candidate, willing to engage with younger generations in new and unexpected ways.
What’s even more impressive? This happened in 2008—years before political campaigns fully embraced social media, streaming platforms like Twitch, and digital engagement strategies.
THE IMPACT OF IN-GAME ADVERTISING
Today, advertising in video games is a standard practice, with brands and politicians alike investing heavily in the space. But back in 2008, Obama’s campaign was ahead of its time, demonstrating the untapped potential of video games as a powerful engagement tool.
More importantly, it reinforced the idea that video games were not just entertainment—they were a cultural and economic force with the ability to reach millions.
(Image: Reddit)
CONCLUSION
Using Burnout Paradise as a campaign platform was a revolutionary moment in both political history and gaming culture. Obama’s team recognized the power of video games long before mainstream political strategists did, setting a precedent for future digital campaigns.
This move paved the way for political outreach in modern games, influencing later strategies that saw politicians engaging with audiences in YouTube, Facebook, Twitch, Fortnite, and even Animal Crossing.
What once seemed like a bold and unconventional experiment ultimately became a turning point that demonstrated the immense potential of video games as a medium for communication, marketing, and political engagement.
Add comment
Comments