BMW

Why put advertising in games when you can make the game the advertisement. The idea is great and it does not annoy hardcore games because there is nothing to complain about. Europe's largest independent game developer teamed up with BMW to create a preview game. 10tacle created a free ware game for BMW to showcase the new BMW M3. The game allows players to test drive the new car before buying it and before its release to the public. According to Digital Battle The game can be downloaded free of charge and is being called the "BMW M3 Challenge."

The game was developed by 10tacle for a mid six figure budget which was supplied by BMW and other sponsor which were displayed in the game by other in game advertising besides the car itself. This type of innovation projects good things for in game advertising especially if they can come up with something like this. Creating a game from scratch to be an advertisement by itself is brilliant. However there must be results, if the game does not influence anyone to buy the car then it is a compete waste of money. If BMW continues to do this in the future then the concept would be working for them and green light other companies projects. 10tacle has said that they are working with a "world renowned firm" on a huge campaign that will be coming out at the end of this year. If they are successful then the future holds promise for in game advertising.