In-game advertising is the new way to get to the younger generation and in a first, the Scottish government is placing virtual billboards in driving and sports games warning of the dangers of drink driving. Soon, all sorts of road safety messages could appear…but hopefully not ones about speeding (it would be kind of ridiculous in a racing game!)

It’s costing the Scottish government around NZ$25,000 to insert the ads in the Xbox games. Apparently 73% of UK 15-24 year-olds have a gaming console in their home (though, that’s all consoles, not just Xbox).

Driving games to carry the ads include Need for Speed: Carbon, Need for Speed: proStreet and Project Gotham Racing 4.