In-game advertising; T-Mobile Sidekick in Need For Speed Undercover

T-Mobile Sidekick on a billboard in Need For Speed Undercover

This is a screenshot from the popular PC Racing game, Need For Speed Undercover. The billboard for the T-Mobile Sidekick is not the only instance you encounter this device in the game. During the game, the player is informed of his next assignment through phone calls. Whenever these calls come in, a small T-Mobile logo flashes on the screen. The villian, Chau Wu, also flips out a Sidekick in one cut scene, and starts typing an email.