Fight Night Champion and Shift 2 Unleashed are the first video games to incorporate QR codes.
EA has teamed up with deodorant brand Lynx to introduce this unique form of in-game advertising to the Xbox 360 versions of its latest releases.
Using a smartphone, gamers will be able to scan in these codes as they appear on-screen – on the floor of the boxing ring, for example, or on track-side billboards. Doing so will grant access to exclusive Lynx content on the user’s mobile.
The initiative is part of the ongoing Lynx Excite campaign, which is themed around fallen angels – such as model Kelly Brook – being drawn to Lynx users.
Brook appears in a video trailer that can be accessed via the QR codes. In recent months, she has also starred in a Facebook and Xbox Live game – another extension of the Lynx Excite campaign.
The QR codes are also available in the browser-based online poker title PKR.