• Ad Age, Wednesday, September 28, 2011 4:18 PM

In what may be the first instance of a magazine's doing in-game advertising, models from the Sports Illustrated Swimsuit Issue -- along with a billboard promoting the pub -- will appear in the latest "Need for Speed" video game from Electronic Arts.

On the other side of the partnership, the mag will offer a package of the full game plus six issues of SI, its app editions and a DVD about making the game for $49.95.

Bikinis and gaming seem to be a natural combo to attract young men, which was one reason why EA approached SI about a partnership, according to Steve Seabolt, VP for global brand partnerships at EA.

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