Counter-Strike has become the latest game to offer in-game adverts of real world brands.
It will play host to a new campaign put together by IGA and Mediacom to promote the launch of the Smokin' Aces DVD.
The adverts themselves appear as posters on walls in various different locations in the game, and will enjoy more than five billion minutes of playtime generated by the game each month. Head into our Counter-Strike: Source gallery to see what to expect.
IGA believes that Counter-Strike's audience is the perfect target for the product, and that gamers are sure to respond to it.
"Gamers are a notoriously fickle bunch," begins Justin Townsend, CEO at IGA. "But through careful contextual guardianship at the point where game IP meets brands and their values, we have created a fantastic campaign that gamers are sure to respond to."
"We know from research that gamers crave real world brands as part of the game experience."
It's interesting that a company of such renown as Valve has decided to integrate marketing in its games, although it's unclear whether we'll see it in the likes of Half-Life 2: Episode 2, Portals, and Team Fortress.
It also marks out in-game advertising as a sector that's continuing to gather steam. Arf. What do you think about it Eurogamer reader? Does it enhance or ruin your experience?