DiRT: Almost too real

IGA has nailed another in-game ad deal, this time with UK-based Codemasters, according to Next Gen.

Codemasters is riding high after launching racing game DiRT, starring Colin McRae, on next gen systems. The deal is considered an all-around winner since in-game ads bring (arguable) realism to real life-based sports games.

Launched on the Xbox 360 early summer, the game has already sold 700,000 units.