Not terribly surprisingly, in-game advertising lacks standards, making creative production quite a bit more difficult than might be necessary, according to ClickZ. In addition to the novelty of the medium, the fact that the market is dominated by two major players makes standardization even less likely. Many creatives, though, worry that a standard ad format would stifle the very advantages that in-game advertising boasts - such as the ability to include messages in cleverly integrated ways.

Game advertising executives boasted at a recent conference that their was growing rapidly and had TV's bloated ad budgets in its sites.

The big catch to date is the fact that console games tend not to be hooked up to the internet, making advertising on cartridge games rather unmeasurable. Moving forward, though, more consoles and more games are linked via the internet to allow for network game play and, of course, ad serving and measurement.