What is it?
Just as sports fans head to ESPN.com daily for the latest on sports, millions of gamers every day head to leading gaming websites for news, information and media about video games. The gamer investment of money ($40-$60 a pop) and time (15-60 hours per title) in video games is huge, so gamers want to make the right choice.

Marketers can capitalize on the time gamers invest checking out the latest buzz at game content websites by placing contextual ads on them.

One example from GameSpot.com, where I work, is an Army homepage takeover:

Pros

• These ads have a big reach, short lead-time and are scalable
• Ability to target by game and platform

Cons

• Such ads can be less immersive than certain product placement opportunities
• And the ads compete with other website advertisements