The custom game features three levels, with users and their avatars getting the chance to take on Pepsi Max footballers in a game of skill while running across the crowd (re-creating some of the scenes from the ad). On completing each level players get digital prizes such as Pepsi-branded avatar T-shirts and Pepsi Max football themes for their home screens.

“The New Xbox Live mini-game has enabled Pepsi Max to leverage its high-impact TV advertising collateral in a highly interactive gaming environment,” says Michael Dwan, senior director of global creative solutions, Microsoft EMEA. “Users will want to keep coming back to the game as they strive to reach top of the leader board, sharing their rewards with friends and playing with a host of athletes to eventually unlock their Pepsi Max theme.”

“Hasbro has a proven track record of successfully working with artists to market music-related brands to kids and teens around the world, and both we and the band very much look forward to working with them at this incredibly exciting time,” says Will Bloomfield, of Modest Management.

Players can customise their personal avatars with Strictly make-up, hair and costumes, as well as learn dance routines including the samba, jive and tango.

“Strictly… is a global pop culture phenomenon and developing this game has been a major initiative for our business,” says Robert Nashak, evp, BBC Worldwide digital entertainment & games. “We’ve tried hard to create a fun and authentic experience that fully engages players in everything that it takes to be a celebrity contestant on the show.”

Yes, Empire is all about moving up the ladder from the Marcy Housing project in Brooklyn – via rap battles – to the rich and cool spots of Manhattan and beyond.

“Players move up the ranks growing their cred, fame, and karma, and are faced with making important decisions along the way that will affect their rise to the top,” says the game overview. “Players will travel through Brooklyn, Manhattan, South Beach, LA, London, and the Caribbean, as they grow their career and wealth.”

More locations and content will be added to the game on a regular basis, with branded clothing in the form of Rocawear on the cards for dressing up players’ avatars.

In addition, more than 350,000 pairs of Nike boots have been purchased – if they had been real footwear, I Am Playr would be Nike’s second-largest store – while users have watched more than 40 years of Nike-branded video.

More than 50,000 Alfa MiTos have been configured to a real-life spec in-game, while each week over 2,000 people have won a virtual MiTo. The Alfa Romeo integration is also driving brand awareness with, to date, 7,500 hours of Alfa Romeo content viewed.

We R Interactive is currently developing a mobile version of I Am Playr in time for UEFA’s European Championships.

Jane Austen’s Rogues & Romance will re-create the world of the writer’s novels and allow players to take part in an adventure following the path of Elizabeth and Mr Darcy after they marry.

“With Facebook’s global platform and user reach, it’s a natural fit to extend BBC’s IP to social games that can enrich experiences and connections for our fans and their friends,” says Robert Nashak, evp BBC Worldwide Digital Entertainment & Games.

Jim Ying, svp of platform at 6waves. “Social games are a successful way to connect consumers directly with brands they love, we couldn’t be happier to be partnered with BBC in this step in their digital strategy.”