Games firm Fishlabs has revealed that Alpine Electronics is the first company to sign up for in-game sponsorship in its new Rally Master Pro iPhone game.

"Our in-game sponsors have not been announced officially but the audio brand Alpine is integrated very prominently through massive branding of the first car the players unlock," CEO Michael Schade tells Mobile Marketer.

"It is a seamless integration and it adds to the realism of the game rather than spoiling the gaming experience with interstitials and such."

Schade says Fishlabs will launch a Lite version of the game later this year with more brands involved, while also launching it for other smartphone platforms, including Android.

Fishlabs is also getting involved with mobile advertising as a buyer, promoting Rally Master Pro with ads in other iPhone apps through AdMob, Greystripe and Quattro Wireless' networks.

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In-game advertising is well established in the console world, but it's only recently that the graphics capabilities of mobile games have been good enough to truly do the idea justice.