Advertising - it's in the game
Internet Marketing
30 January 2008
A new range of brands will appear in the latest incarnation of Burnout Paradise.
The developers of the popular computer game have struck a deal with IGA Worldwide, which will see advertising appear on billboards, retail stores, radio stations and vehicles.
Justin Townsend, chief executive officer, said the in-game advertising market would reach nearly $670 million this year.
Publishers, he said are "fast becoming more convinced of the many branding and financial benefits that advertising within this medium continues to deliver".
Gamers may now see ads from Burger King, Diesel and Gillette as they race through the games' streets.
Burnout Paradise was developed by Electronic Arts, which has released numerous big selling video games including The Sims.
In-game advertising is a relatively new market but has already been explored by both the Royal Navy and the government's communication department, GCHQ.
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