Imagine this: you're playing one of Splinter Cell Conviction's many "choose your own torture" sequences, as described by Ubisoft's Jeffrey Dickstein. As you're slamming a terrorist's face into a urinal, you might ask yourself, "is this the new Degree deodorant I should buy?" (Seriously, these are his words.)
This is actually the pitch Ubisoft delivered at Microsoft Advertising's Gaming Upfront presentation in New York this evening. In-game advertising is rapidly growing, but has typically been relegated to sports and racing games. Splinter Cell Conviction breaks convention by being neither. Expect both static and video ads to appear throughout the environment -- including during the game's lengthy torture sequences. Perhaps they should take it one step further: Sam Fisher should grab a Coca-Cola bottle, smash it, and use the broken glass to kill a guy. Talk about refreshing!