With the gaming industry now generating more money than the movies, and attracting far more eye-balls, marketers are constantly looking for ways to integrate themselves into games. The norm has been to take a broadcast i.e billboard approach within games. Ikea have taken this a step further:
"Players of The Sims 2 will soon be able to add Ikea furniture to their virtual homes as part of a marketing deal between the Swedish company and Electronic Arts, the computer game's producer.
EA has formed an unusual partnership with Ikea to make a selection of the retailer's furniture and home furnishings available to players of The Sims 2, sequel to The Sims - the life simulator that is the best-selling PC game series ever."
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