IGN have published a two minute video (warning - fake innards spill out) immersively advertising upcoming sci-fi horror The Callisto Protocol with a simulated invasion of their studio.

Having not followed gaming media as closely prior to working for this site we're not sure what to make of it.

We recall a very long time ago one of the major gaming media sites sparking controversy for what some perceived to be invasive / excessive advertising.

Typically the site displayed relatively small ads in specific and static locations.

The whole site theme was changed and included a full background image for this particular game.

Unlike that situation this is a video which no-one is forced to watch.

But it does raise potentially interesting questions about gaming journalism when those who report on games perform in advertisements for them.

And the stage is the one they report from.

To be clear, we doubt anyone would make the mistake of thinking this a spontaneous (i.e. unpaid) endorsement of the game, and that is explicitly addressed in accompanying text:

The Callisto Protocol invaded IGN's Summer of Gaming and it definitely was not a safe place for anyone here in the studio, and all the chaos was sponsored by The Callisto Protocol.

The Callisto Protocol will launch this year on December 2 on PC, Xbox and PlayStation.

[ Main Image: IGN promoting The Callisto Protocol. Credit: IGN via YouTube. ]

References

IGN (June 18, 2022). The Callisto Protocol Reveal Destroys IGN’s Summer of Gaming 2022. YouTube.