GameIndustry.biz is reporting that US firm Massive Inc has developed an in-game advertising client that allows advertisers to place ads in the game itself. The network, which operates through Masssive's ad server, connects with an SDK that can be integrated into game engines. Advertisements are then downloaded and positioned within the game using texture replacement. Brands including Coca-Cola, Nestlé and T-Mobile have already signed up. See the report for more inforamtion.