Advergames and in- game advertising

Today most games use the Internet in creating an online interface, meaning that it constantly communicates with a server at the developer of the game. This feature makes it possible for consumers to play with each other, no matter their geographical location. It also makes it possible for consumers to build and share their own content in the game. It also allows the developer to constantly update the game, by fi xing errors (bugs) and improving and introducing new content, and to use these games as a sphere for promotion.