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Post by Steve Farrelly @ 09:53am 09/03/10 | 5 Comments
2K Games have told us they've come to a licensing agreement with Hugh Hefner's Playboy Magazine empire to use original, classic covers of the iconic magazine throughout Mafia 2.
"While most mob-inspired games' emphasis is solely on action, Mafia II features a deep and compelling narrative that is embellished with a sophisticated, era-evoking atmosphere," said Christoph Hartmann, president of 2K. "In partnering with Playboy, we are able to add a unique element of authenticity to the game by using vintage images from the magazine that illustrate the power of Playboy's influence on the attitudes and culture of that generation."
Can't argue with that. And we all know gangsters read it for the article, anyway. Check out a few screens featuring Playboy below.








Latest Comments
d0mino
Posted 10:33am 09/3/10
an article about product placement? the 2k's PR department trolled you.
Steve Farrelly
Posted 10:38am 09/3/10
I'd say utilising classic, iconic covers that are probably worth more to collectors than some people's houses is less about product placement and more about the game's desire for authenticity and maturity
Azaria
Posted 11:01am 09/3/10
Yeah cause obviously they are trying to corner the market on gamers that collect classic, iconic playboy magazines and not utilising it as product placement of adult magazines to generates PR at all.
Steve Farrelly
Posted 11:34am 09/3/10
I'd rather see iconic Playboy magazines from this era in a game than ads for the latest Gerard Butler movie in most EA games now (seriously, fired up skate the other day, and the place was riddled with billboards of that stuff) - the point is, you can't *really* go out and buy these magazines now, it's not like they're marketing them, it's not even branding, it's solidifying an era and a mindset
Pinky
Posted 12:05pm 09/3/10
I like advertising in games - especially if it lowers the price (or in the case of games like Anarchy Online, makes them free).

I think it adds to the realism if you see a Coca Cola ad on a billboard in-game.
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