I have a 3 year old. The ads absolutely get to him. And many are inappropriate.

Any game that he likes, I remove the ads. It's usually a dollar or two. I also consider it a tip to the developers for entertaining my kid.

I usually play together when I can. And he also enjoys watching me play. I actually can't wait for the day when he beats me at street fighter.

But I think the key is finding things he enjoys just as much as playing video games or watching tv. It's hard, but they exist. And exercise should be one of them. Solving puzzles another. Going outside on the scooter is another. Cooking is another. They aren't hard to find.

If he loves something too much, I'd limit it with a reward system. That's how the world works anyway.