I cannot emphasize enough how much I think In-game-advertising is underrated in its effect. Most gamers like it because it makes the respective game richer: in most times more realistic, sometimes just more fun (psychologically). Since I still remember a lot of details of games from 20 years ago, I believe that kids who play a game over and over, for hours and hours, every day, can be brainwashed with a positive attitude towards your brand. I don't think Mercedes expects 100k more units sold by this deal. But from a branding perspective, with an eye on the future: Yes, that's cool.