General Motors and Microsoft have agreed to offer an option to download Cadillac V-Series cars into the Xbox 360's Project Gotham Racing 3 game, reports AdWeek. The integration is the first ad-supported downloadable content for the Xbox 360; Cadillac will also integrate with Xbox Live, allowing players to earn "Cadillac Elite" status to gain access to promotions, downloadable content and sweepstakes.

Play, part of Publicis Groupe's Denuo, worked with Microsoft and game developer Bizarre Creations on the initiative. Microsoft is making a push into in-game advertising, having recently acquired in-game advertising firm Massive Inc.