ABSTRACT
This chapter focuses on the two key rules for advertising in any industry, including games: tell the truth, and don’t rip anyone off. How does game advertising change as a game is in development through launch? How is hardware advertising different from software advertising? Is there a difference between saying that your game is the best game of the year versus saying that your game is the best-selling game of the year? What are the rules for providing free copies of your game to reviewers, or even for paying reviewers to review your game? What are the rules for sweepstakes and contests? How about considerations for global ratings agencies, including the Entertainment Software Rating Board (ESRB)?
