Advertising in video games has been around for a while now and we've all sort of been sitting back to see how far it will actually go. It's going to go as far as it does in reality. Toyota and Sony BMG already have advertising in Second Life. If game companies can make extra cash through advertising to off set some of the costs to create a game which then inevitably makes games cheaper for the consumers to buy then I say YEA! As long as its doesn't interfere with the gameplay. On the other hand, I worry game companies will just pocket the extra dough and then in three months tell us games will now cost $75.00 do to the high cost to make them.