In-Game Advertising Goes Live

I wasn't shocked by the emergence of in-game advertising for video games. Sponsors partnered with video game companies to put their logos and sportscasters in game for years. However, I am amazed that much of that advertising is now live and continually changing. Many new games, like MVP '06 NCAA Baseball, already stream live scores from real games. So if you were playing it tonight, it would show you updated NBA playoff scores. Ridiculous.

This integration of technologies is just amazing. What's even cooler is that the game's Web site features the games digital rendering of Kansas pitcher Kodiak Quick. As Ron Burgundy said, "You know how to cut me to the core."