Online gaming is about to be invaded by shrewd, demographic-sensing adbots that will plug branded images into the games you play.

Both Massive Inc. and inGame work by getting developers to stick a piece of code into a game, enabling it to communicate with an ad server which will plug branded images and ad messages into games, real time, according to Media Daily News. Both companies say they can do this on any platform, be it a console, PC, or mobile phone, it just needs to have an Internet connection.

The ads will be demographic and geographic sensative which could mean that one person playing a game would see a BMW and another would see a Ford.

Massive first announced their intentions at E3 and say they play to launch their system this week, having already signed deals with Vivendi, Ubisoft, Konami and Atari. Massive says they will have their software built into the new Splinter Cell by next year. They won't talk about other titles that may include what is essentially spyware.