Based on a conversation with a Microsoft VP and a mysterious fellow named Richards who isn't identified anywhere in the article, Media Week says Microsoft promises new ingame ads. But instead of dropping them onto ingame billboards dotting the Ferelden landscape*, the ads will appear someplace new.

Rather than forcing ads into the game's fantasy environment, [ingame ad agency] Massive will deliver ads during the game's built-in down time. Plus, the game will feature video ads and standard [Interactive Advertising Bureau] ad placements. Those efforts at standardization are crucial if "we want to be part of every media plan," said Richards.

The mysterious Richards intends to give folks a glimpse of the new scheme at an upcoming ad conference on Thursday.

One of the new pacts Richards is set to unveil this week is with Tripwire Interactive for the PC game Killing Floor. Richards used that horror title as evidence of Massive's momentum--but it's also an example of in-game advertising's evolution.

Unfortunately, it seems that Richards' unveiling won't be much of an unveiling, because there are already ads running in the game lobby when you play Killing Floor. They were added with the awesome free content the game got last month.

Of course, since all this new ad revenue will result in game being cheaper, I fully support Richards' plan.

* Dragon Age reference. Sorry, but it was the first thing I thought of.