Full motion game ads

This is going to happen, full motion ingame advertisement in your average real-time game. This already exists but ads are still static, just like what you see in the streets. Soon, some more enhanced material will be found, offering animation and sound, juste like on TV.

"The introduction of full-motion ads on games gives advertisers more options. Massive's Mr. Davis says Hollywood movie studios have shown particular interest in running 15-second movie trailers in online games. Mr. Rich says Paramount may be interested in such ads, but emphasized that the content of any such ads shouldn't turn off gamers. [...] Massive says its technology works for both online games and consoles, but it hasn't yet negotiated a deal allowing for ad-insertion in console games. Mr. Davis says he hopes to strike a console game deal soon. Edward Williams, managing director at Harris Nesbitt Equity Research in New York, says the videogame ads won't take off until console games are included."

Please let me know as soon as you see a Loreal commercial in your favourite role playing game...

Read the full article here (Wall Street Journal).
Thanks Shacknews.