In-game car insurance from Swiftcover

Monday, 02 August 2010

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Car insurance company is to become the first ever insurance company to use in-game advertising, continuing its high-profile Iggy Pop campaign in the digital realm.

Games such as Pro Evolution Soccer, Guitar Hero, Tiger Woods PGA Tour and racing game Blur will feature ads on virtual billboards.

The idea to use in-game advertising to promote car insurance was conceived by marketing agency Steak, which brokered a deal with Microsoft's Massive game network on behalf of

"In-game advertising is a perfect fit for the brand and their target audience," said Alastair Boyle, group account director at Steak.

"This is the latest in our drive to use innovative ad formats for the right reasons, rather than jumping on every new media trend."

According to a study carried out by Interpret in 2008, some 73 per cent of gamers agree that ads enhance the realism of a game.

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Swiftcover and are both trading names of AXA Insurance UK plc, which is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority