According to a new study conducted by Activision and Nielsen Entertainment suggests that people playing games don't react as negatively to the intrusion as some may think. "Research results also found that, contrary to the assumption that highly pervasive ads would detract from the game play and frustrate gamers, a majority of study participants said that when the product is relevant to the game, advertising enhances the experience."
Baseball and football games are a good example of games that could have advertisement in them, as this is expected in real life from sports and people want games to be real as passable. But how far will game developers go with this and what is the limit? Only time will tell.