# In Game Product Placement: Select Racer's Attire in Test Drive Unlimited By Cool Hunter | Published 2006-03-08 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/in-game-product-placement-select-racers-attire-in-test-drive-unlimited References: [news.agendainc](http://news.agendainc.com/mt-agenda/content/archives/2006/03/advertising_get.html) & [iht](http://www.iht.com/articles/2006/03/05/business/ad06.php) In "Test Drive Unlimited," a new video game from Atari, players will get to choose their virtual wheels from a selection that includes [Lamborghini](https://www.trendhunter.com/trends/balenciaga-x-automobili-lamborghini), [Ferrari](https://www.trendhunter.com/trends/milano-vision-gt) and [Mercedes](https://www.trendhunter.com/trends/mercedes-benz-1). And, unusually for a genre in which car crashes generally count for more than fashion splashes, gamers will also be able to select their on-screen drivers' wardrobes. The ability to customize the racers' attire comes courtesy of Ben Sherman, a clothing brand popular among soccer fans in Britain and urban hipsters in America. Realizing that many young men spend more time with their Xboxes, Playstations or Nintendos than their televisions, Ben Sherman joined a growing number of marketers who see video games as a promising new frontier in advertising. (INTERNATIONAL HERALD TRIBUNE) ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 72% | Activity: 30% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Games](https://www.trendhunter.com/games) ## Key Themes ### What's Driving This Trend - **In-game Product Placement:** Video game developers can leverage in-game product placement opportunities for promoting different brands and products. - **Customization & Personalization:** The ability to customize and personalize the virtual gaming experience can give gamers more control and boost player engagement. - **Promoting Brands in Virtual Worlds:** Virtual world marketing can offer a new frontier for brands to reach out to younger audiences and gain brand exposure. ### Who This Affects Most - **Video Games Industry:** Integrating customized in-game ads can help video game developers to generate additional revenue streams and boost brand partnerships. - **Retail Industry:** Retailers can capitalize on in-game product placement opportunities to showcase their products in virtual environments and capture younger audiences. - **Marketing and Advertising Industry:** Marketers can leverage advertising opportunities in video games and virtual environments to increase brand exposure and connect with young consumers. ## Related on Trend Hunter - [Co-Branded Racing Game Events](https://www.trendhunter.com/trends/gilette-p1-program.md) - [Interactive Motorsport-Inspired Gaming Experiences](https://www.trendhunter.com/trends/mario-kart-worlds.md) - [Clear In-Game Billboard Advertisements](https://www.trendhunter.com/trends/american-truck-simulator.md) - [Race-Themed Card Games](https://www.trendhunter.com/trends/uno-elite-formula-1.md) - [Automaker Video Game Collaborations](https://www.trendhunter.com/trends/nissan-x-rocket-league.md) - [In-Car Gaming Experiences](https://www.trendhunter.com/trends/atari-and-airconsole.md) - [Automaker-Ran Gaming Tournaments](https://www.trendhunter.com/trends/honda-fan-cup.md) - [Collaborative Gaming-Brand Cars](https://www.trendhunter.com/trends/razer-lexus-tx.md) - [In-Game Billboard Advertising](https://www.trendhunter.com/trends/gameloft-for-brands.md)