Format: Sponsor Screen "In March, 2006, 2K Sports will launch College Hoops 2K6, the first game to offer online play that mirrors the actual top teams at the NCAA college basketball championships popularly nicknamed "March Madness." General Motors largely underwrote the game's development, but rather than feature unnatural appearances of cars within the storyline, the designers created sponsor screens like this one. The screens reflect brand tie-ins at most sports events (think of the Nokia Sugar Bowl in college football, for instance) and branded score reports during TV coverage."Slide show for Reena Jana, Business Week, Jan.25, 2006, "Is That a Video Game -- or an Ad?"

"In March, 2006, 2K Sports will launch College Hoops 2K6, the first game to offer online play that mirrors the actual top teams at the NCAA college basketball championships popularly nicknamed "March Madness." General Motors largely underwrote the game's development, but rather than feature unnatural appearances of cars within the storyline, the designers created sponsor screens like this one. The screens reflect brand tie-ins at most sports events (think of the Nokia Sugar Bowl in college football, for instance) and branded score reports during TV coverage."

Slide show for Reena Jana, Business Week, Jan.25, 2006, "Is That a Video Game -- or an Ad?"