People spend whole evenings inside game worlds. Those worlds have cities, arenas and race tracks, and real cities are full of signs.
So brands now take a place on those signs. The poster is drawn by the game itself, at the right angle and in the right light, and nobody has to press a skip button.
Gadsme, a company based in Paris, runs this kind of placement for brands and their agencies. The longer version lives at gadsme.com.