Targeted in-game advertising has taken a responsible leap forward as the Transport Accident Commission of Victoria, Australia has signed a deal with Microsoft to show their road safety videos and billboard posters within Forza Motorsport 3. By aiming their messages directly at the game’s audience demographic (males in the age range 18-39) they hope to change driver behaviour in the real-world environment and reduce accidents. The effect could be seen as both conscious and subliminal, as the player will be immersed in the game experience while also taking in these messages, hopefully altering their habits accordingly and saving lives in the process.

Source: news.com.au

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