New Game to Hook Up With Fashion Labels, In-Store Shopping

Eden Games has developed a game for Atari that takes in game advertising to a new level: in-store shopping while in the game. IGA will release the simultaneous-play game in September. In the game, Test Drive Unlimited, players, while driving around Hawaii in a selection of 100 customizable cars by Lamborghini, Feffari and Mercedes Benz, can stop and go into Ben Sherman and Marc Ecko stores and try on the fashion brands' clothing. The game will also interact with another game, Massively Open Online Racing.

IGA Worldwide CEO Justin Townsend says the company's Radial Network will track how often, when and where gamers are exposed to in-game ads.