We've talked before about in-game advertising (for example, here and here ). One of the leaders in this field is Massive Inc., a New York firm that has developed technology that lets dynamic advertisements be inserted into video games.
There are now reports that computer giant Microsoft is in negotiations to purchase Massive (perhaps for as much as $400 million). Microsoft has not confirmed these reports. If such an acquisition takes place, Microsoft will be able to increase and improve the in-game ads in its on-line XBOX games.