Big Mac Attacked

Remember when movie theatres only showed a few previews before a film? Remember when they added commercials to the mix? Videogames were advertisement-free once, too. Long lusted after as a vehicle for commercial messaging, games have finally joined the ranks of the rest of the entertainment industry.

In the soon-to-be blockbuster The Sims Online, players could find it difficult to avoid getting their fingers soiled on virtual McDonald's hamburgers. A deal struck between Sims publisher Electronic Arts and the fastfood mega-corporation allows Sims players to open up their own McDonald's kiosk and improve their game stats by consuming McD's greasy goodies. While news of this groundbreaking sponsorship deal fades quickly from memory, failure to address this latest barrage in the war on ad-free gaming could result in a super-sized sandwich of misery. Based on the success of previous Sims offerings, The Sims Online is an ideal high-profile backdrop in the war against "advergaming." The McDonald's kiosks that dot the imaginary battlefield are mere burger bunkers to be ad-busted in an anti-advergaming mission that could go down in the annals of gaming history.

The Sims Online website crows, "Let your imagination run wild. Choose your online role and play your way in this unpredictable, infinite, online world." Your online role, should you choose to stand against advertising in games, is that of Revolutionary.

Your motivation is simple. Product placement weakens the overall aesthetic of a game in ways more insidious than movie- or television-based placement -- moving from passive directly to aggressive, from inactive to interactive. It used to be enough for advertisers that we merely observed their product. Now, in an increasing number of games, becoming immersed in a company's brand is integral and inevitable. What benefit do we reap from this immersion? Our gaming experience is cheapened, but game titles are no less expensive. Publishers have already set the price of a computer game two to three times that of a new DVD movie. Will games with integrated advertising be any less expensive than games without? Not bloody likely.

Know this, future rebel: Deeply-integrated marketing is a double-edged sword. Once the strategic sponsorship deal was signed, both parties were locked into a digital dungeon of their own devise. Shakes, fries, and pimply-faced employees are irrevocably etched on to every CD of The Sims Online.

In an online world with no way to address challenges to their brand, we've got McDonald's right where we want them.

The ad-busting revolution needs clever soldiers, able to use their Sims avatar and the entire world of The Sims Online to their advantage. These anti-corporate activists must play within the rules of The Sims Online, but push the boundaries to the breaking point in order to get the attention of fellow citizens and the real world media. It's been reported that eating virtual McDonald's hamburgers will positively affect your "Fun" and "Hunger" game stats. But what if you're a vegetarian? What if you're an eco-activist? What if you think it's more Fun dining at Biff's Family Restaurant? Although the game hasn't hit the stores yet, the free public beta is open. The time to act is now. Log in, Revolutionary, and fight the good fight:

• Picket the nearest McDonald's kiosk. Stand in front of the kiosk and tell visitors why you think McDonald's sucks. Be careful not to use foul language or hinder the movement of your fellow Simians. Polite protest can't result in your account getting suspended... can it?
• Actually order and consume virtual McD's food, then use The Sims Online's "expressive gestures" in creative ways. Lie down and play dead. Emote the vomiting, sickness, or fatigue that might overcome you after eating a real life McNugget.
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