In-game advertising is a severely underdeveloped business considering how long games have been around. Since this concept is new, branding within video games would work much better than it does on old-media (print/television). This has a huge potential especially in multiplayer games that require thoughtful analysis and interaction with the virtual medium (as opposed to passively watching the television). Both the market and the technology already exists; it is simply a matter of time before some startup (like adscape) takes a large piece of it.