MediaPost comes out with an article that discusses the changing demographics of game playing and suggests alternatives to billboard placements.
"1. Miller Lite, for instance, wasn't a good fit for in-game placement because of limits on the drinking age. And other brands had league-licensed titles locked up. So SMG Play and Skyworks created a gaming version of the popular "Beer Run" TV spot, starting with the ad itself, then dropping users into a race against halftime. It was less an advergame than an interactive extension of a TV spot.
2. "Around-the-game" media planning can fulfill marketing goals for advertisers that traditionally sponsor sports, from telecommunications and male grooming product brands to beverage and fast food brands.
3. Starting at $100,000, sponsors skin the Xfire [chat] client, which hits about half of the 2.5 million people who have already downloaded the application.
4. "Affinity channels" for broadband. Online and offline media platforms will combine game, music, and movie properties, celebrity hosts, blogging, and streaming video around affinities in music and entertainment.
The first rules of play for around-the-game marketing are to enhance and facilitate the activity users enjoy most -- and stay out of their way."