In-game ads going mobile

With in-game advertising on a rise, it was only a matter of time before someone found a way to sell their product while you play around on your cell phone. Announced via a press release today, IGA Worldwide and Exit Games will join forces to delivery dynamically updated advertisements featured in your cell phone games–a phenomenon that already exists but not practiced on a wide scale.

The IGA/Exit Games initiative hopes to change that:
"by using [IGA's] Radial Network advertisers will be able to update, change, geo-target and receive detailed reports in their mobile campaigns." IGA also promises to promote a standardization of advertising formats which advocate "consumer privacy."

The proposed technology will cater in-game advertisements to the mobile user's real-world location–no point in offering a Chik-Fil-A coupon to a Bejeweled fan in New York, after all. How do you feel about this (seemingly inevitable) expansion into the world of mobile gaming?