More than forty percent Internet users are reached by advergames. The upcoming Gartner G2 research states it, and it's quoted on iMediaconnection. Advergaming is a phenomenon and we can see it's evolving in the wireless world as well.
But we need to remember advergames can prove very profitable only if integrated in a global push, and if marketers take advantage of the opportunity of collecting consumers data. Nothing in the world is free (a part from love, of course :-). If users want to play, they have to pay, with their personal data...