Recently, new content was introduced for The Elder Scrolls V: Skyrim – Special Edition. IKEA announced the release of a Creation modification called “KALLAX STORAGEBORN”.
Bethesda Game Studios added a full-fledged new companion to the game – a wardrobe with voice acting by Matt Berry, which players can use as a mobile storage. In addition, the mod includes additional quests, dungeons, and items. All of this is offered to players completely free of charge, but some people saw in this a global (and far-reaching ominous) plan to introduce advertising into video games.
A Skyrim community member with the nickname Rasples1998 addressed other players:
Mark my words, mark them well: this is what unobtrusive advertising in video games will look like in the future. This is a kind of litmus test. This is what corporations have been striving for decades: in-game advertising that no one will suspect is advertising.
Next, Rasples1998 explains, “add-ons from Heineken or Budweiser with their signature drinks” will start to be released, and then McDonald’s or Burger King will offer players a mod that will allow them to open their establishments in Skyrim. In his opinion, the free IKEA mod might have already prompted someone to buy the company’s furniture:
And people will applaud and rejoice like trained seals, because they are being fed product placement that they don't even notice. How many people, do you think, have already bought IKEA furniture to decorate it in such a way that it looks “like in the game”? Maybe you, who are reading this now, have already done so yourself. In that case, I congratulate you – you fell for it.
Rasples1998 sees an alarming trend in the release of the “KALLAX STORAGEBORN” mod, but not everyone shares his concerns. Some participants in the discussion reminded that the mod is free and optional – no one is forcing it. And dreadmouse joked that it was “as 'unnoticeable' [advertising] as being hit in the face with a brick”.
Overall, this is not the first gaming collaboration for IKEA. For example, the “IKEA Home Stuff” furniture set was released for The Sims 2