In a deal brokered by in-game ad specialist New Street Media, Konami's football game Pro Evolution Soccer 6 will feature Reebok visual branding throughout, including players' boots, balls and other kit, pitch side hoardings and training areas.
New Street Media has also secured a pan-European deal for Canon to feature throughout the game on hoardings and for its replay function to display the Canon EOS350 logo.
Maryam Bazargan, managing director of New Street Media, predicted there would soon be multi-million dollar deals in the games sector.
He added: "We needed to ensure the advertising was true to the game content and added to its realism. It's important not just to place brands within a game, but to follow the partnership through to offline co-marketing and joint events, which is what we've been working on with Reebok throughout Europe."
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