Influx

Def Jam records and videogame maker EA Sports have teamed up to create ‘Def Jam Vendetta,’ a street-cred fighting game with a customizable ‘beats’ audio section featuring tracks by Public Enemy, Scarface, Redman, Method Man and others.
Def Jam Vendetta site

Along with advancing videogame hardware technology, game file sizes are getting large enough to contain increasingly elaborate customizable features like backgrounds, settings and music. Brands and media companies are buying spots both within the content of new games, and in the backgrounds. This space is growing by leaps and bounds each month, opening new advertising possibilities both to marketing departments targeting 12-25 year olds and to interactive designers who had become accustomed to the architecture and limitations of the web.