Next-gen strategy of the day: The Obama campaign is advertising in the Xbox 360 racing game Burnout Paradise.

Says game-maker Electronic Arts, "Like most television, radio and print outlets, we accept advertising from credible political candidates. Like political spots on the television networks, these ads do not reflect the political policies of EA or the opinions of its development teams."

Burnout Paradise is a million-plus-seller, the latest entry in the hugely successful Burnout franchise.

The point of advertising there is to reach a demographic that no longer spends as much time watching TV or reading magazines as it used to. You go where the eyeballs are, and this is what a lot of young men do with a lot of their time.

It looks like a basic brand-building ad to me -- name recognition and outreach to a community on its own turf.

UPDATE: UPDATE: More here. Ads on 10 games in key states.