"At the end of the day, it's very challenging to get a Pampers box into a video game" said Tim Hanlon, senior vice president and director of TV 2.0, talking about the increasing usage of advergames as a promotional tool. The opinion is reported on Ad Age which dedicates an article to advertisements with gaming functionality.
Advergaming works, but it isn't always easy to fit a product into a game. And this is the biggest challenge for marketers and agencies.