"Adidas has struck a global deal with games developer Eidos to promote its Hyperride shoe.
A game based on the urban sport of free-running will debut on the handheld PlayStation Portable device across Europe in March. Called 'Freerunning', it will be extended to the PlayStation console in June. By using the Hyperride shoes, the players' performance is enhanced.
While Adidas has struck in-game placement deals before, this is the first time a product has affected a player's performance."
In-game Ads: Backlash, Research
Round Up: In-Game Ads
Nielsen to Audit Game Ads
Use Of In-Game Ads Grows
Unexplored: Deus Ex Machinima
Advertising in Video Games: Problems
(Social) Advertising in Computer Games
Future: Product Placement