One component of in-game advertising is to provide a realistic feel to games. At times, companies get a certain amount of free advertising when a developer decides to go with the real-world sponsorships over placements. While this is not final code, 360 Gamer in the U.K. noticed the presence of PlayStation 3 branding in the Xbox 360 beta of an upcoming EA title based on UEFA football (soccer to those of us in the U.S.). Sony actually sponsors the UEFA games, and has prominent stadium placements. It’s not yet known whether the space will be sold to other advertisers, or how EA might handle the adjacency of how one console’s branding plays on a competing console.
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