Jun 30, 2010 at 01:33 PM
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Old Spice Sponsors "Swagger" Stat in Madden NFL '11

The Consumerist reports that Electronic Arts has created a new stat in the upcoming release of the Madden NFL franchise for brand partner, Old Spice. Their review says Old Spice has hit a "new low" with the integration, but as ridiculous as this new "statistic" sounds, can you blame an opportunistic brand for finding a way into one of the most popular franchises of all time?

The Consumerist writes:

"A couple weeks back, we discussed the growing trend of in-game ads in video games. And while it's nothing new for sports games to feature sponsors in the background, the ad folks at Old Spice are breaking new ground, not just sponsoring a portion of the game, but completely fabricating a new statistic -- swagger -- to slap their name on.