Atari has announced that the upcoming Test Drive Unlimited will feature in-game ads in the PC version. The game will connect online via IGA Worldwide's proprietary Radial in-game ad-serving network and pull dynamic billboard advertisements to use in the game.
Real-world advertisers already signed up to the service include Ben Sherman and Marc Ecko, who will receive dynamic updates of new billboard content across the game’s life span. This will "enrich gamers' experiences" according to Atari, while providing advertisers with online-style feedback on the consumption of their ads.
The game itself is set on the Hawaiian island of Oahu, with more than 100 licensed cars and more than 1,000 miles of terrain. Test Drive Unlimited also features online play, allowing people to challenge each other to races and start racing clans. The game will be out in September, and you can read our full preview here.