Thank you for your interest. As far as I know there aren’t many games where the actual brand is part of the gameplay, rather than simply appearing on a billboard or on an object used by the main character (phone, car, etc.). There are some cases where the interaction with a brand is deeper than that, though.
For example, in EA’s “Need for Speed Most Wanted” Castrol gives the player a code to unlock added content. Without interacting with the Castrol brand the player does not get access to that content. In this case, one could say that interacting with the brand is part of the game and affects your progression in it. I hope this helps!

I found your article by doing a research about advertising on games and found it very interesting.

Do you know any game that the advertising is part of the plot ? For example, in order to progress in a certain game, you must rob a Bank of America, steal a Volvo from some crime lord, etc?

Thanks !

Thank you for your comment. The point you raise is a very good one and that question remains relatively unanswered. Don’t get me wrong, I wasn’t taking either side of the argument. However, I do feel that so far companies have always rejected adverts by assuming users don’t want them without considering they may actually add something to the game play experience. The study mentioned in the article showed positive response to ads by game players rather than mere tolerance. Do you think driving a car on a billboard-less track in Gran Turismo provides the same experience than one full of real car manufacturer or tyre maker ads?
It is also possible that some degree of personalisation associated with brand loyalty could add to the game play (already done in Metal Gear Solid 4 where characters answer Ericsson mobile phones, listen to music on their iPods and drive Triumph motorcycles amongst others). The real challenge will be to develop valid measures of game play experience and immersion so we can start to disentangle these issues with more clarity. That’s one of the tasks I have set up for myself this year! Thanks again for your interest.

Very interesting article. There is a difference between having non-negative views about ads and actually feeling they add to the gaming experience though – are you sure that gamers don’t just tolerate the ads, rather than welcoming them?