Old Spice Pimps Deodorant Through Branded XBLA Titles

Old Spice Pimps Deodorant Through Branded XBLA Titles

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Deodorant and gaming: a match made in beheaded unicorn heaven.

Advertising in videogames is becoming bigger and bigger, and the concept of the "advergame" goes right along with it. Deodorant company Old Spice wants to advertise to you so bad it's sponsored development of three new advergames - created via Microsoft's XNA Dream.Build.Play competition - that you can purchase for the privilege of being advertised to. Don't worry, I'm confused too.

An advergame would be considered anything with an official sponsor that is not necessarily made to generate a profit, but to get across the message for a product instead. Old Spice's three games are called Newton vs the Horde, Old Spice: Fresh Card Game, and Old Spice Racers.

The creepiest one appears to be Old Spice Racers, which sounds like it should be the most normal. Checking the screenshots, I see a beheaded unicorn and a gorilla on a unicycle, both of which I coincidentally happened to have a nightmare about last night. Newton vs the Horde sounds interesting, as it tasks players to build traps to kill "stinky zombies." Old Spice: Fresh Card Game appears to involve cards, and deodorant.

I don't quite get the concept of paying to play through what was designed as an advertisement, but if these games are quirky, fun, or strange enough they could be worth the cost of $3 each. Then again, I'm technically advertising for advergames that are advertising for Old Spice, so the deodorant industry has apparently already taken over my mind. If you play these games, just make sure you do it to have fun, and not to listen to the message that Old Spice will make you feel manly and smell fresh no matter the season, or else the corporations will win.

I have to go apply some Old Spice now.

UPDATE: These games were actually created by independent developers and then branded with Old Spice, which would explain why they are being sold. They're basically indie games with the Old Spice name on them. As far as advergames go, they're probably worth at least checking out based on the way they came into existence. A corporation sponsoring game development is a really cool idea that I definitely approve of.

(Via: Joystiq)

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I'm not sure I want to understand the thinking behind this.

I wonder if they'll play Old Spice commercials on the loading Screens?

Nimbus:
I'm not sure I want to understand the thinking behind this.

Aparently the chemicals in deodorant cause more than skin cancer..

First Burger King, then the Toyota Yaris, then Doritos, and now Old Spice? I wonder what non gaming related company will be next.

I'd play it if it were free. Sadly it isn't.

Im surprised they dont just go with porn... oh wait its old spice, for some reason I was thinking axe body spray, all the ads for that make it sounds like some kinda date rape drug

If they were free, I'd say go for it.

But...they're not. So, I can't give a shit.

Shoulda stuck with Bruce.

Next thing we know, we'll have a fucking Durex Xbox Live Arcade game.

I buy Old Spice anyway, they don't need to shove it down my throat...

Hallow'sEve:
I buy Old Spice anyway, they don't need to shove it down my throat...

Oh you poor old thing.. You now smell like my father (and me, back in puberty-hell'92)

Originally I was thinking "Wait, one of the Spice Girls has a deodorant?"

Now I understand.

MurderousToaster:
Originally I was thinking "Wait, one of the Spice Girls has a deodorant?"

Now I understand.

Oh gods, I just got the image of Victoria Beckham in 40 years. *Shudder*
She won't look any different, she's already 97% plastic.

A beheaded unicorn?

So... Voldemort uses Old Spice?

Nimbus:
I'm not sure I want to understand the thinking behind this.

Yeah...same here. Although got a strange allursion...certainly someone has quite the imagination

Maybe because I'm in 90's nostalgia mode but when I read "Old Spice" in the title I first thought which one of the Spice Girls that was?

Wow... Umm... Now I'm torn. I love the ads, but the games just seem... odd, to say the least

JeppeH:

Hallow'sEve:
I buy Old Spice anyway, they don't need to shove it down my throat...

Oh you poor old thing.. You now smell like my father (and me, back in puberty-hell'92)

Why, what's the "appropriate" deodorant?

Hallow'sEve:

JeppeH:

Hallow'sEve:
I buy Old Spice anyway, they don't need to shove it down my throat...

Oh you poor old thing.. You now smell like my father (and me, back in puberty-hell'92)

Why, what's the "appropriate" deodorant?

There is no appropriate ;-) just felt like teasing you.
Old Spice was the first deo I stole from my father, so the smell just reminds me of 92 and the horrors of homework and being bad at soccer.
I can recommend Burberrys 'Touch' for men, but eatch to his own :)

Hey Guys.

I'm one of the guilty parties that took part in this competition. Me and a friend made Newton Vs The horde.

Let me try and quickly explain myself before I get flamed to a tiny pile of ash.

First off let me say that the games aren't made or actually sponsored by old spice. It is a competition where a bunch of people made there own games which were to be based on a new old spice release. 5 games were chosen as finalists to compete for $60k by trying to get as many votes as possible. So the games are just made by various people. In my case, a small independent developer.

Originally when I saw the competition I felt the same way as everyone else to be fair. I dismissed it as a stupid marketing idea from some corporate suit. Out of curiosity I decided to find out what old spice was all about so I went to their site, watched the ad with the guy flying through a tree and laughed hard.

So after that myself and a friend decided to do a game together for the competition. The game was inspired by that ad and then later the "I'm on a horse" ad. We made the game from start to finish in just over a month. To describe it I'd have to say it's a physics defense game. The controls are admittedly a little tricky to get used to and the game gets very hard towards the end but many who have played it really enjoy it after getting the hang of it.

Unfortunately the competition rules changed mid way so that the games had to go through the standard XBLIG system and if a game is over 50MB it has to cost 240 points minimum which sucks. We are trying to release a newer version that is a bit more user friendly with tooltips and at the same time use compression to get our game under 50MB so it can be 80 points. We agree since it's a competition about a product they should be free though.

Regardless of that we don't really want your money for this game. We want Old Spice's money. We really want your vote so we can get that 60k and use it to develop our next game. Perhaps think of it as a physics game with some old spice sponsorship in the same way that the Wipeout series has Red bull adverts everywhere. Whatever you think of it though, I was hoping at least to garner a little acceptance for the fact that we made a totally original game rather than just copying something and slapping a brand on it.

Perhaps that at least helps you know what is going on with these games if nothing else.

 

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