NBC Universal Digital Media has announced a deal with IGA Worldwide to jump into the realm of in-game advertising. According to the press release, NBCU DM's advertising and sales team can now "sell a portion of IGA's premium in-game advertising inventory, as well as create customized packages for marketing clients on the IGA network."
The NBC division already offers advertising packages over TV, web and mobile mediums. The deal is for other marketing clients, we don't think this indicates an increase in opportunities to shoot up a billboard of Chuck while playing Battlefield 2142. If anything, this indicates a major marketing firm's belief - and justly so, in our opinion - that in-game advertising is only going to expand in prominence and importance as time progresses.