In 2002, when Electronic Arts signed a multimillion-dollar agreement with McDonald’s to place virtual burgers in an online version of its popular Sims video game, the move drew protests from players who resented the commercial intrusion.

But the Sims, a virtual family designed by players, are only becoming more brand-conscious. Starting in June, people who play The Sims 2, the current version of the game, will be able to buy a “stuff pack” (on a disc or online) that lets them decorate their simulated families’ homes with Ikea furniture. Last year a similar deal was made with H&M, the Swedish clothing retailer, that lets players buy a disc full of H&M-branded clothing for their Sims avatars.

While most other “stuff packs” contain generic accouterments — one called “Glamour Life,” for instance, lets players pick from label-free furnishings and evening gowns — the Ikea pack will let players move items like the Ektorp sofa and the Leksvik coffee table into their families’ virtual homes.

Electronic Arts, the world’s largest video game company, said it made the deal with Ikea, the Swedish furniture manufacturer, in response to requests in online players’ forums for more modern, realistic furniture.

“Because we have such a direct relationship with our players, the players help shape the product strategy,” said Nancy Smith, president of the Sims label, which has sold more than 100 million copies.

The deal is yet another example of how the traditional lines between paid-for content and marketing material are blurring in the media world. Companies that sell products and services are increasingly eager to place their wares inside television shows and other media rather than relying on stand-alone commercials. Media companies like Electronic Arts, meanwhile, are looking to sponsorship deals to help recoup the growing cost of developing games.

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