A few years ago I identified photorealisim in 3D videogames as an untapped resource for advertisers, citing surprising demographics and even coming up with an ROI that would make Sergio Zyman proud.

But it's not rocket science when you realize that Goldeneye the game makes more money than Goldeneye the movie and that the typical gamer spends 50 hours mastering it.



Today Tom Loftus documents this recent "discovery" by Madison Avenue. The question is, will Double-Click leverage their online dominance, or do the big boys have a chance?

I for one hope that free high-quality, ad-supported gaming is on the way.