Some video game companies want brands to integrate advertising into their games, creating seamless experiences that allow users to win points or other in-game benefits by viewing ads. That's potentially a smart way to reach consumers who are growing tired of intrusive display ads, but so far marketers haven't been willing to invest heavily in the sector, which is much more fragmented than television. "This is not how agencies are structured. Microbudgets are hard to scale," says gaming entrepreneur Wilson Kriegel.