'The Sims' is the number-one selling strategy simulation, where you get to run the lives of entire neighbourhoods down to planning what they wear and now, it seems, what fast food they eat and what brand of PCs they use.
'The Sims Online' is set to launch in time for Christmas and sees the Sims go online. Electronic Arts will be hoping that the online version repeats the success of the offline game, which has sold more than 19m copies worldwide.
Product placement in computer games is still fairly new and small compared with TV and films, but it is growing.
While few details have been released, it is understood that the deal will allow players to buy McDonald's food, which will improve their standing within the game. As for Intel, its familiar jingle and its logo will appear as well.
Jeff Brown, a spokesman for Electronic Arts, said: "I think this deal reflects a growing recognition by Madison Avenue that video games have become mainstream entertainment with a large and desirable demographic target."
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