Because marketers are trying to reach younger audiences through videogames, Midway Games of Chicago is increasing ad options for new game releases, reports AdWeek. The recently released NBA Ballers: Phenom, a basketball-themed game for Xbox and PlayStation 2, includes T-Mobile, Spalding and Sprite product integrations. For example, game characters communicate via a T-Mobile Sidekick after they are drafted.

Such hard-coded integration demands 12-18 months of lead time, according to Sarah McIlroy, Midway's director of in-game advertising and promotions. In the fall, Midway plans to add dynamic ads via Double Fusion. Both types of ads have their uses, according to McIlroy.

The videogame ad market will get a boost with this week's reported announcement of a deal by Microsoft to buy dynamic-ad company Massive Inc. for $200-$400 million.