Interactive Advertising

I'm an advertising major and right now I'm doing some research on interactive media advertising. I'm looking into advertising in video games particularly. It's interesting how interactive media has boomed in the last decade due to the internet and video games and what not. I think advertising using these media is also noteworthy. When I play a video game now, I constantly see ads. Also, I've noticed lately the increase in video and computer games put out by corporations. I remember the first one I played was a few years ago - Cap'n Crunch's Crunchling Adventures. I had to feed a "crunchling" crunch berries till it was big enough to go on adventures and defeat evil Cap'n Crunch enemies while riding a skateboard down a busy street. I'm still not exactly sure what a "crunchling" is, but the game was entertaining. I've seen Burger King release a video game for Xbox. So, what do you think about interactive advertising in the form of video and computer games? Post a comment and say if you like it, don't like it, don't care, or maybe say why to any of those. You and the Cap'n make it happen!