Pontiac Gets Game With Xbox Deal

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This Friday, the night before the NCAA Final Four, four video game players will gather in Indianapolis to compete in an Xbox preview of the next day’s matchup. The event is the culmination of a month-long Pontiac push to extend its sponsorship of the NCAA Men’s Basketball Tournament to the virtual world—and back again.

Pontiac negotiated with 2K Sports, the Take-Two Software unit that makes College Hoops 2K6 for the Xbox, to include Pontiac content—not just branding or ad placements—within the game.

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