In-game ads seem to be the next best thing for publishers. We don't really mind actually, as long as it doesn't draw the attention away from the game itself.

So there you are, just bought a copy of NCAA Football 08 and suddenly you've won yourself an Old Spice or Pontiac award. Don't believe it? Take a look at the complete list of achievements for that game.

Now let's wait for a Durex award to become available when going inside for some hot coffee in GTA4.

In other news: