Real Madrid signs deal with Virgin Play

Real Madrid Football Club has signed an exclusive deal with Virgin Play to develop three properties running across gaming consoles, online and mobile.

Syndicateworks, a commercial convergence firm, has been hired to create the in-game advertising strategy and to manage the identification and securing of brand partners for all three properties.

According to Syndicateworks, the three properties offer brands the opportunity to be integrated within each game, not only through product placement but also with plot integration - enabling players to have a more realistic gaming experience and brands to get closer to a targeted audience.

The console game will operate across multiple platforms including PlayStation 2, PSP, Nintendo DS, Nintendo Wii and PC in addition to Xbox 360 and PlayStation 3.

All three properties are scheduled for a 2008 release.