Scottish video game players may soon find advertisements discouraging drinking and driving on the virtual billboards in several games, according to media reports Tuesday.
The Scottish government is paying 20,000 U.S. dollars to insert advertisements into several games for Microsoft Xbox consoles, including "Need for Speed: Carbon," "Project Gotham Racing 4" and "NBA Live,"
"The technology is non-intrusive, subtle, but the message can be seen in the background, loud and clear," said Scottish transport minister Stewart Stevenson.
Worrying about the rising number of road accidents, the Scottish government needs innovative approaches to reach young people. Officials said that if the trial was successful it could be expanded to include other road-safety messages.
Source:Xinhua/Agencies
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