Swedish grocer, McDonald's sponsor video game

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STOCKHOLM--Swedish technology company UDS has launched nationally a video game financed by advertising.

The CD-ROM is marketed under the brand name "Addgames." Similar products are being developed for international markets.

Supermarket chain ICA is the lead sponsor of the computer game "Mall Mania," which is set in an ICA shopping mall. The Mall Mania game has 24 sponsors, including the foods companies Arla, Felix, Kalles Kaviar and Goman's Rai Thai sausages. To play the game, shoppers must fill a trolley with as many items on a shopping list as possible.

McDonald's Corp.'s Swedish arm is a second-line sponsor. The restaurant chain intends to give away CD-ROMs to the first 100,000 customers who purchase a Big Mac meal.

Companies featured in Mall Mania pay a once-off sponsorship fee of $17,500.

Copyright June 1999, Crain Communications Inc.

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