Wow…sounds like adware

Atari has announced that it’s upcoming game, Test Drive Unlimited, will feature in-game ads. Yippie! The game will connect while you aren’t looking to the internet and download some nice ads for you, using IGA Worldwide Radial in-game advertising network and pull dynamic billboard advertisements to use in the game (and when you aren’t playing either).

Advertisers already signed up to the service, examples include various soft-drink companies and Marc Ecko. These advertisers will be able to beam ads right to your game (and desktop!).

Atari says will “enrich gamers’ experiences” according to Atari, while providing advertisers with online-style feedback on the consumption of their ads.

And yes, the method of putting ads in games has been around for awhile. But this is the first company to use a dynamic ads strategy.