EA is set to take in-game advertising to a new level with the addition of sponsored Xbox 360 Achievements into NCAA 2008, Kotaku reported today.
The game features Achievements sponsored by Old Spice and Pontiac, with the advertiser’s logo replacing the regular Achievement icon.
This represents the latest evolution of in-game advertising, which according to research group eMarketer will be worth over $2 billion by 2011.
![LGF Key Art 1500x500 1 [Event news] New Game Plus returns next week with 100 playable games, industry talks, international showcases, and much more](https://mcvuk.com/wp-content/uploads/LGF-Key-Art-1500x500-1-310x165.avif)
New Game Plus, the tentpole games showcase of the London Games Festival, arrives at Exhibition White City on 16-17 April 2026 and is set to welcome thousands of industry professionals and members of the public. The event returns with a bigger line-up of games and talks and builds on the success of last year’s debut as the public-facing centrepiece of the London Games Festival. A limited number of tickets are still available to purchase.
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