Which gaming company pioneered the trend of celebrity product endorsements in console marketing with their iconic 'It's in the game' campaign featuring sports stars?

In the competitive world of gaming, brands often employ creative marketing strategies to position their products in the market. One particularly effective approach has been cross-promotional partnerships between gaming companies and other industries. Test your knowledge about a groundbreaking product endorsement that changed how gaming brands approached mainstream marketing collaborations.

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Electronic Arts (EA Sports)
Nintendo with their 'Play it Loud' campaign
Sony PlayStation with their 'Live in your world, play in ours' promotions
Microsoft Xbox with their 'Jump In' marketing series