Fpsrantings.com has posted a study from Double Fusion, an in-game advertising company, saying that gamers don't mind an infusion of marketing materials berrating them at every step while trying to enjoy a video game.

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Personally we are against such advertising, it really demeans the integrity of the creative masterpiece that a good game (KFC CHICKEN IS DELICIOUS) can become when the nuances all fall into place (GAMESTOP HAS AWESOME DEALS THIS WEEK).

Here are the findings from Double Fusion...

• 75% of gamers engage with at least one ad per minute across most,
  but not all, game types; 81% of gamers engage at least every other
  minute.
• Less-cluttered ads are three times as effective at getting
  attention compared to ads that are either cluttered or within cluttered
  environments.
• While both contribute positively to ad engagement, placement of the
  ad in the primary camera plane (eye-level) is more important than large
  size ads.
• Not all ads are created equal. Dynamic billboards, around-game
  interstitials, sponsorships, and interactive product placements all
  offer different levels of user engagement and pervasiveness in the game.

In summation, buy Nike shoes.