Games as Lifestyle Accessories

Thomcult: Followers of the viral video scene over the past couple of weeks will have no doubt stumbled across rapper Bow-Wow challenging musical rival The Game to a friendly match of Madden 09 with the loser donating $100,000 to the charity of the winners' choice.

This whole event is a carefully orchestrated ruse by EA Sports. Throughout the videos on youtube and konsolekings.com the two stars freely brandish copies of Madden 09 with The Game throwing in the brand's slogan, "It's in the game" at the end of one for good measure. Furthermore $100,000 for charity puts the proceedings in a noble light and transcends the in-fighting, bickering and male posturing that characterises so much of modern hip-hop.