You can of-course put adverts inside computer and online games. The news is you can actually buy 'space' on billboards as and when you want to appear in the virtual billboards of online network games instead of hard coding the ads into the games. It is not just the billboards that you see on the side of the road in games like spliter cell but anything you can think of from the character's clothing to the coke machine. This is a bit like product placement in movies but in games. According to massive networks the company gamers actually like this stuff e.g. “I love the idea of having actual advertisements in a game instead of fake, made-up companies. I’ve always wondered why more games didn’t try to do this.” My hunch is gamers are not so much interested in the advertising itself but in making the game as realistic as possible...alas it is a lot of impressions on hard to reach 18-34 year olds. From a planning point of view massive says it can also evaluate and optimise campaigns 'live' - just in time during-testing.