Gamers are being asked to change their names by deed poll to advertise a new game.
It's for the launch of Turok Evolution for PlayStation 2, Xbox and GameCube.
Acclaim UK wants five people to change their name to Turok for one year. Those taking part in the promotion will receive £500, an Xbox console and a copy of the new game.
Acclaim will manage the legal process to change their names to Turok and issue them with their new identities.
A website will launch tomorrow with more information and the facility for people to register their interest in the Turok project.
Mr Shaun White of Acclaim said this new advertising technique was called Identity Marketing. He said: "We are looking for applicants who want to experience the kudos of being pioneers in advertising, who are willing to step beyond the leading edge of marketing practice.
"The video games industry has a habit of always striving for newer and more unique ways of targeting customers and with Identity Marketing, I think we've topped the lot."
The closing date for entries is September 2nd. Turok Evolution will be available on September 6th.
PA