The Sims 3 Goes All-Out On Advertising

When "The Sims 3" launches in February, the popular video game promises to be more realistic than ever, thanks to improved graphics, better processing power and an increase in ads.

Yes, an increase in ads.

Electronic Arts, maker of "Sims 3," is working with IGA to provide dynamic in-game ads -- which can be switched in and out of the game via an internet connection -- to the latest version of what has become the world's most-played PC game. In its first new version in five years, "Sims" players will be able to venture beyond their houses and lots out into Pleasantville, where they can go to the movie theater, the sports arena or the grocery store. It's a more open experience, akin to newer online virtual worlds, although it's still a single-player game.