Barack Obama has become the first US presidential candidate to buy advertising space inside a video game, according to the Associated Press.

The report says Obama's face can now be seen in nine different EA games connected to the internet, including Madden NFL 09 and Burnout Paradise, in an effort to appeal to the hard-to-reach 18 to 34 year-old male demographic.

"What we're trying to do is offer ads in games where we're simulating a real-world environment, so our racing games, our sports games lend themselves to that," EA spokeswoman Holly Rockwood told the AP.

The adverts are due to run until November 3.

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