A user posted screenshots at Gamepolitics.com showing a billboard in the game Burnout Paradise featuring Barack Obama on a virtual billboard. Apparently this is causing quite a stir. I personally feel there should be regular and available ad real estate in games. It can be designed in such a way as to not take away from the experience of gaming while giving valuable 18-34 eyeballs to advertisers. It may even make the game MORE realistic! We see ads everywhere else, why not our games? I realize this has been done to some extent already, but in a networked world I don't see why you couldn't change ads with the frequency of a billboard, at least. Increased revenue for advertisers means increased revenue for game developers means cheaper, better games more rapidly available for gamers. 

H/t Adage.com