'Football Manager' to carry in-game ads

Following news in February that PS3 games will soon include in-game advertisements, Sega has confirmed it has signed a deal with Sports Interactive and IGA Worldwide to feature advertisements in all future editions of Football Manager.

The agreement, which also includes the online title Football Manager Live, will offer advertising opportunities to firms similar to real football, with league and tournament sponsorship as well as pitch-side billboards.

"The Football Manager series boasts three of the top five fastest-selling PC games in history and we are extremely enthusiastic about partnering with Sports Interactive and Sega on these world-leading titles leading into the Euro 2008 series this summer," said Justin Townsend, CEO of IGA Worldwide.

"The unique opportunities available to our clients in these titles offer unrivalled exposure, engagement and accountability whilst adding realism and context to a game environment that prides itself on these same qualities."