Imagine this: you're playing one of Splinter Cell Conviction's many "choose your own torture" sequences, as described by Ubisoft's Jeffrey Dickstein. As you're slamming a terrorist's face into a urinal, you might ask yourself, "is this the new Degree deodorant I should buy?" (Seriously, these are his words.)
This is actually the pitch Ubisoft delivered at Microsoft Advertising's Gaming Upfront presentation in New York this evening. In-game advertising is rapidly growing, but has typically been relegated to sports and racing games. Splinter Cell Conviction breaks convention by being neither. Expect both static and video ads to appear throughout the environment -- including during the game's lengthy torture sequences. Perhaps they should take it one step further: Sam Fisher should grab a Coca-Cola bottle, smash it, and use the broken glass to kill a guy. Talk about refreshing!
In addition, Ubisoft showed potential advertisers the "heat maps" they created whilst developing the game. These maps highlight likely places players will go while playing. Advertisers will be able to place their ads in high-density areas, in order to ensure maximum exposure to their brands while in the game world. Considering Splinter Cell is a stealth game, don't be too surprised to see ads inside of the conveniently accessible (not to mention remarkably roomy!) air ducts.