Gamasutra - Rainbow Six Sidequest Ad Could Be A Game-Changer

When it comes to in-game advertising, how do you draw the line between ad and game if the ad is a sidequest?

Massive, Microsoft's in-game ad agency, recently hooked up with Ubisoft to place ads for Paramount's film 'Tropic Thunder' in Tom Clancy's Rainbow Six: Vegas 2. As in-game ads continue to proliferate alongside increasing development budgets, this is not at all an unusual occurrence -- but when you look at what's different about this particular campaign, a few interesting wrinkles appear.