Electronic Arts and Renault do deal for electric concept car to be available to download in popular Sims 3 game

Players of The Sims 3, one of the most successful game franchises of all time, will now be able to download Renault's two-seater Twizy electric concept car into their game as part of an "Electric Vehicle Pack", which also includes solar panels and other environmental gadgets.

EA is very coy about calling this product placement, or even mentioning the word advertising. Instead, the deal is being referred to as a "partnership". Elizabeth Harz, EA's senior vice-president of global media sales, calls it "an important part of our overall strategy of diversifying revenue-streams".

However Steve Seabolt, vice-president of global brand development for The Sims, admits: "Renault is investing in this, yes. We don't characterise it as paid advertising space. But yes, they have made a substantial investment."

Apart from sporting, motoring and fictional franchises, the computer games industry has been slow to adopt product placement. Within The Sims universe, brand-descriptions have always been carefully satirical and slightly eccentric, designed to raise a chuckle.

Renault's Twizy electric concept car that is being made available in The Sims 3

This looks set to change. Seabolt says: "We are in active conversations with companies like Proctor and Gamble and Unilever. In theory, if a good or service exists in the real world there is the possibility to integrate it into the game. Could you bring a shampoo into the game? Of course. Could you bring a laundry detergent? Yes, you could."

Because the player chooses whether or not to add the car to their Sims family home, Seabolt argues that in contrast to Hollywood product placement, the EA model represents an "opt-in experience". The car has the effect of reducing monthly bills within the game as an incentive for players to include it.

The Sims 3 has sold more than 4.5m copies worldwide to date, a currently-untapped marketing opportunity. "What's in it for EA," says Seabolt, "is validation of video games as a crucial marketing medium. In the case of Renault, which really wants to influence people, this is the place to reach cutting edge consumers."

Harz does sound a note of warning, however. "We are very strategic about both the companies that we partner with, and [are always worrying], 'will this be organic to gameplay, will this be viewed as a plus by the player?' Because everything we do should feel to the player that we've respected their relationship with the game and enhanced it."