Reebok has signed a major in-game advertising deal that will see the brand feature in software giant Konami’s Pro Evolution Soccer 6 game.
Brokered by New Street Media, the tie-up means the Reebok brand will appear on players’ kits and boots, as well as footballs, advertising hoardings and training areas.
In a separate deal also arranged by New Street, a Canon logo will appear in the corner of the screen during replays, as well as on hoardings.
Reebok European marketing director of lifestyle Roy Gardner says: “Pro Evolution Soccer 6 is highly regarded in the youth market and the gaming community as a whole.”
New Street Media managing director Maryam Bazargan says: “This is probably the largest in-game advertising deal brokered in Europe to date.”
In-game advertising is a burgeoning area of the online marketing sector. In August, marketing services giant WPP Group took a 3.4% share of in-game ad network and games publisher WildTangent. Earlier this year, global in-game advertising network IGA Worldwide teamed up with Exit Games to launch the world’s first in-game ad service for mobile phones (MW March 23).