Hip-hop culture has long intersected with the video game industry. Several attempts have been made to integrate the culture into popular video games. One could look at video games like Grand Theft Auto. The Wu-Tang video game and several titles made by Def Jam illustrate the intersection of hip-hop culture and the video game and industry.
50 Cent, however, took a unique approach that brought several new tools that are now commonplace with video games. With the launch of Bulletproof, 50 Cent planned the video game to coincide with the launch of his Massacre album. The video game served as a marketing and a product placement platform.
He used game-based learning to market and promote products that he was selling in other industries. For example, he used the video game to build awareness for Vitamin Water. You actually could go in the video game learn about Vitamin Water and find Vitamin Water to restore your health. It also gave you the product brand of Vitamin Water formula 50.
Similarly, you were able to go into its closet and find G-unit clothing. You saw G-Unit clothing prominently displayed throughout the game. You also saw G-Unit sneakers displayed in the game. And you also saw the artists he had signed on his G-Unit label as characters in the video game.