NEW YORK General Motors said it struck a deal with Microsoft to offer players of the Xbox 360's Project Gotham Racing 3 the option of downloading Cadillac V-Series cars to use in the game.
The integration marks the first ad-supported downloadable content for the Xbox 360, which is a broadband-connected console released by Microsoft last November. Cadillac will also integrate with Xbox Live, Microsoft's connected-gaming platform, giving players the option to earn "Cadillac Elite" status, allowing them to access various special promotions, downloadable content and sweepstakes.
Play, part of Publicis Groupe's Denuo, collaborated with Microsoft and game developer Bizarre Creations on the initiative.
In Project Gotham Racing 3, players can choose from three virtual Cadillacs (the CTS-V, STS-V and XLR-V) that mimic the model's real-life handling and power characteristics.
Microsoft has pushed to play a big role in the emerging in-game video advertising marketplace. Last month, it struck a deal to buy Massive, which places billboard-type ads within games.