WPP's $8.1 million investment into game developer Realtime Worlds should raise (further) concern about creative independence in a medium of which consumers require authenticity. Similar to McDonald's alternative Olympics game, there is likely concern that a PR/Ad agency having a stake in a game maker could compromise the game's creative choices. But this takes it much further than the McDonald's game (which is a one-off Internet-based game). This takes it even further than Microsoft's purchase of game ads agency Massive. The strategy here is to "forget middlemen."
I am reminded of the complaints about a book for which Bulgari bought a promotional presence. The brand was inserted into the book... and it did not feel organic to the story. Perhaps a movie like Transformers helps to sell the toys, but the script development and casting were not done by the toy company (though perhaps it might have helped). DreamWorks does not count the toy company as a major investor. But here, WPP is getting involved very early in the game creating process - with the game developer. This has implications for online and offline gaming. It may be that WPP is not doing a service to its clients; this may not be an opportunity but a PR problem for client companies who can't help but want to direct the create development of the games.
Or perhaps this is the future. Perhaps, creative content and the embedded advertising will be created and marketed by the same people.
http://www.paidcontent.org/entry/419-wpp-amongst-50-million-investors-in-game-maker-realtime-worlds/
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