Google has made a significant step in pushing towards presenting ads in on-line games. The deal to acquire Adscape Media for 23 Million USD was announced last week. This follows hot on the heels of Microsoft's acquisition of Massive in 2006. Massive provides similar services specifically in Microsoft's MSN Games and on Xbox Live. Adscape's key product allows developers to place dynamic ads inside the game.
Why? A recent Forrester study indicates that in-game advertising is the single best way for marketers to reach teens.
From World of Warcraft - The largest commercial multi-player on-line game