Advergaming Invades Xbox Live

Yaris, an Arcade racing shooter that is free to download via Xbox Live in the US and Canada,it is the first advergame to be distributed over Microsoft's online games service, reports the New York Times.

"People can time shift, they can do all sorts of different things to avoid advertising," said Kim McCullough, corporate manager for marketing communications at Toyota. "That's why we have to move beyond traditional advertising to do things that are really engaging for people."