VNU's Inside Branded Entertainment talks to Michael Dowling, general manager of Nielsen Interactive Entertainment. Quote:
"The way the games are developed and the way they are rendered through the engine that power them there are opportunities for new creative assets to be delivered into the game in a new 3-dimensional capacity. So you can change a car for instance from a Ford to a Chrysler from one day to the next."
Earlier:
Turning Off In-Game Advertising
Measuring In-Game Advertising
Massive Launches In-Game Video, Audio Ads
In-game Ads: Backlash, Research
