From CVG's latest Devil's Advocate feature:
"Wake up and smell the Nescafé. There's a revolution at our door. And about time too. We all know the clichés: gaming is big and getting bigger; gaming accounts for a significant proportion of the disposable income of a significant number of people; gamers are a consumer group to be reckoned with. And it's all true.
So it stands to reason that the owners of the world's leading brands view gaming as the next 'big thing'. The subtle product placement we've already seen is just the tip of the iceberg - when they really get going the face of gaming will never be the same again. And it will be all the better for it."