Space invaders: Advertisers infiltrate world of videogames

In another sign of video games going mainstream, advertisers who once largely ignored the medium now are trying to dot digital game landscapes with product placement.

Where advertisers once merely placed "billboards" with product messages in games, they now are making their gear -- and logos -- essential components. Mountain bikers can hop aboard Treks in "Downhill Domination." Street drivers in EA's "Need for Speed Underground" can tune up their cars with parts from Auto Zone. Online, players can outfit their virtual selves with Levi jeans in the community There.com.

"Depending on where in-game branding is put, companies get dozens to thousands of impressions [views] per gamer," said Erik Whiteford, director of brand marketing for gaming colossus EA Sports.

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