Game publishers have been looking for new revenue opportunities beyond the simple purchase of a game box at the local game store for quite some time. After identifying online gaming and subscription model-based gaming, it appears that in-game advertising will be another opportunity for developers and publishers to generate additional income.
[Tom's Hardware]

In some ways I like the idea of in-game advertising, but only if it's clever. I don't want to sit through advert riddled cutscenes, I want cunning advertisements, like the large deodourant sign you walk past in the new Splinter Cell game. This could work well for gamers and publishers, but it's got to be done carefully.