Christian video game developer Left Behind Games plans to integrate links to iTunes song sales within its titles.
The move means gamers will be able to buy tracks while they indulge themselves. The first title to integrate this new feature will be called Eternal Forces, the company claims. The title ships in October.
When they complete a level, gamers will get a chance to shop. Clicking on a song link will take them to the track on iTunes.
Once the track is downloaded (or ignored) the game will start again. Gamers can also customise music lists and listen to songs they download while playing the video game, according to the report.
"We believe consumers want choices and prefer interactive advertising, rather than interruptive ads," said Troy Lyndon, CEO of Left Behind Games. "We are delighted to provide these music links as an added value to our gamers.