Advertising will soon become a part of popular Counter-Strike, with IGA and Mediacom revealing that an in-game promotion will launch in support of the DVD release of Smokin' Aces.

Posters for the DVD will be spread throughout the various levels for the game, and the campaign will benefit from five billion minutes of play time exposure every month. The firms involved believe that the demographic represented by Counter-Strike is just what they're after - the game itself being the best way to 'reach out' to them.

"Gamers are a notoriously fickle bunch," comments Justin Townsend, CEO at IGA. "But through careful contextual guardianship at the point where game IP meets brands and their values, we have created a fantastic campaign that gamers are sure to respond to."

"We know from research that gamers crave real world brands as part of the game experience."

It is unclear whether other products will see the arrival of in-game ads too, but there is certainly like to be descent in some quarters to this move.

By Luke Guttridge