...whatever sponsor has purchased the priviledge of advertising in that portion of the game. Nothing new there, but the advertisement might not be the same as the last time you played. Magic? Nah, just new technology. A company called Double Fusion out of Austin is debuting software that will allow in-game adverts to be changed over an internet connection just like a TV ad. The potential for ad revenue is tremendous. The old way was for an in-game ad to be written into the code during the developmental stages of the game. This technology will allow for last minute campaigns as well as changing ads throughout the lifespan of a game. The placement still has to be written in to the original code, but will allow for later changes to the content. For the advertisers, this means almost ulimited flexibility in running a full ad campaign. For developers, this means new life for older titles that can be resurected and distributed freely with fresh advertising inserted. The biggest gain might be for a game which sold ad space for a bargain during development, becomes the next WOW and can then triple the cost for future ad placements. In-game advertising is here to stay and people will constantly be striving to make it 'better'. (Read, more effective.)