The Times: Tech column - Advergaming the Sims/Google News/Warchalking
In the old days - a year ago, say - a video-game producer in search of realism would pay thousands of pounds for the rights to include a recognisable brand of car. But the balance shifted last week, when the games company Electronic Arts (EA) signed a deal with McDonald's and Intel that will actually bring in millions of dollars for featuring their goods.
The deal focuses on the online version of The Sims, the hugely popular neighbourhood-building game that has sold nine million copies. So high are expectations for the online version, released in time for Christmas, that McDonald's negotiated to include one of its restaurants in the community. Each time a hungry player stops by for a meal, a competing player somewhere in the world will earn virtual money as the restaurant's "owner".
Players will also have the chance to buy an Intel computer, which the IT company believes will "strengthen our brand identity and increase awareness of our products" among women and young adults. This is not a first for EA - it received a few thousand dollars from Reebok for including its logo in the Madden Football game, and has previously done deals with Coca-Cola and Lee jeans - but the millions at stake here take product placement to a new level in the interactive world. Naturally, the trend has its own buzzword - "advergaming" - and EA believes that this is just the start. Hardcore gamers worry that the commercial messages will spoil the fun, but the dealmakers have their answer prepared: people eat branded hamburgers and use named PCs in the real world, and who would not want the gaming experience to be more realistic?
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Google has unveiled a news search engine that trawls continually through 4,000 sources and links you straight to the web pages where events are being reported. As well as grouping news into eight main categories - from business to health - the free service (news.google.com) also lets you search for key words in 30-day archives. Google is not the first to aggregate online news sources, but its speed, simplicity and range give it the edge over rivals such as moreover and alltheweb. Coverage of the German elections, for instance, ranged from Norway's Aftenposten to the San Jose Mercury News, with related stories grouped together. The service relies on computer algorithms to select and summarise the stories generating the widest coverage.
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It's hard to be law-abiding in the high-tech world. First the record companies insist that downloading music is theft; then we are told that skipping adverts when recording TV shows is theft. Now Nokia is trying to criminalise community-minded "netizens" who inform passers-by about shared local wireless internet (WiFi) connections. Since the summer, chalk markings have been appearing outside buildings in Europe and the US to indicate the presence of an open WiFi broadband network. This remarkable grassroots phenomenon, known as "warchalking", allows anyone with a suitable laptop to log on and use spare bandwidth. But now Nokia is accusing warchalkers of "bandwidth-robbing", claiming that their altruistic squiggles are anything but public-spirited. "While the warchalkers maintain that they are not trying to hack networks, they are using a resource that they haven't paid for," states Nokia. "This is theft, plain and simple."
It is not surprising that the corporate world is reacting against a movement that is saving people money, but it is odd that Nokia blames the messengers for pointing out the availability of WiFi connections. In many cases, broadband subscribers actively choose to make such connections available, something that may bother some internet service providers but is hardly something to blame the chalkers for. What really bother Nokia are chalk marks which indicate insecure corporate networks that are open to outsiders.
But shouldn't such companies see these markings as helpful reminders to make their systems less vulnerable?
(The Times, September 25 2002)
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