Basically, there are three different players in the world of in game advertising: advertisers, agencies and publishers.
When advertisers want to lauch an in-game advertising campain, they go through agencies that have relations with publishers.
Three big agencies exist in this field: IGA worldwide, Massive(Microsoft) and Double fusion.
http://www.igaworldwide.com/
http://www.massiveincorporated.com/index.html
http://www.doublefusion.com/
Masssive describes in its Website 5 steps a company must follow to launch a campain:
http://www.massiveincorporated.com/howtobuymassive.html
Each agency has special links with certain publishers. They can target the consumer you want choosing a specific game that correspond to specific gamers. Thanks to dynamic advertising you can also target according to geography and enven demographics and gamers habits.
For example, with the X-Box 360 live, gamers play on-line and all their game parties are record in their profile.
Classic outdoor ads, videos, audio can be directly adpat to video games.
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