Does anyone know how games companies go about securing funds from companies in return for in-game advertisements? For instance, in FIFA and ISS and most other sports games, one would often see Coca-Cola advertisements and the like. I take it that Coca-Cola pay for these?

The publishers would have someone in their licensing or marketing department who would pitch Coke on the conecept of advertising in the game. They would show them thye millions of units of previous sales, the market demographic and the global reach of their distribution etc to show Coke that thier product really will be bought by the advertisers target audience.

Dan Marchant
Obscure Productions

Actually most game companies pay to have external advertising in game. As strange as it sounds you have to pay to advertise for these companies in your game because the image of their product in your game creates a more realistic feeling.

So if your plans were to supplement development of a game based on in game ads then I think you have to reconsider.

-j