While in-game ads attracted only $56 million last year -- and there aren't many advertisers in the games listed here -- Yankee Group estimates that will shoot to $732 million by 2010. Especially likely to grow, analysts say, is dynamic advertising in which ads can be swapped in and out through a web connection.
Marketing: The game got its own TV spot as part of this year's Xbox 360 holiday push. McCann Erickson created a stylized ad with dramatic music to draw in nongamers and gamers alike.
Marketers in the game: None. Chainsaws and ex-prisoners don't exactly make for a Coke and a smile.
Marketing: This is the first time a Zelda game has launched alongside a new console, so faithful Nintendo gamers are buzzing about this fantasy-adventure game starring elf-hero Link.
Marketers in the game: None
Marketing: The No. 1-selling sports title launched in August with a "Maddenoliday." Execs took over Madden, Miss., and handed out free games and Xbox 360s. Marketing included a TV/radio/online campaign and TV specials.
Marketers in the game: Snickers, Sprint, Motorola and the NFL
Marketing: Halo's on-again off-again movie -- to be produced by "Lord of the Rings" director Peter Jackson -- helped it top chatter charts even without a set launch date. Expect this game to garner lots of attention; "Halo 2" had sales of $125 million.
Marketers in the game: Unknown
Marketing: The traditional ad campaign included a prime-time network-TV buy. Also, a buzz-marketing push let a limited number of people download extra features.
Marketers in the game: None. The game isn't a good fit for advertisers, an Activision spokesman said.
Marketing: The only -- and undisputed best -- boxing game on the market doesn't need a lot of pumping, but EA partnered with "man" brands such as Schick Quattro and Under Armour for promotions and giveaways.
Marketers in the game: Burger King (the King himself can appear as your trainer), Dodge and ESPN
Marketing: Activision teamed up with Best Buy and Spike TV for a promotion called "Game Head: Call of Duty 3 Challenge," choosing 16 "recruits" for a reality show that aired in November on Spike TV.
Marketers in the game: None. A World War II shooter game isn't the best place for U.S. products.
Marketing: Unknown, but web buzz and gamer chatter is already intense. This first-edition game has garnered award after award for realistic movement.
Marketers in the game: Unknown, but it's set in 1191 during the Third Crusade, so it's unlikely present-day marketers could find a logical connection.
Marketing: Sony's exclusive PS3 game has been compared to Microsoft's exclusive "Gears of War" (see above), and its role as a launch title will become even more important when PS3s are in more plentiful supply.
Marketers in the game: None
Marketing: Tony Hawk's real-life skateboarding tour, Boom Boom HuckJam 2006, is sponsored by the Activision game as well as in-game advertiser Jeep for a double-whammy promotion.
Marketers in the game: Jeep, Nokia, Powerade and Quiksilver