There are a lot of people out there talking about interactive advertising, and that on the Internet, if you want to be successful you've got to be interactive. That's why games are popping up on the radar now. Companies do not outright buy games from Splashworks, they rent them. Customized games can be cost-prohibited once you put it through all the bug testing and coding. We develop game engines then license and brand them for clients who pay us a licensing fee.
Some company run the games on their site, others distribute it to game sites for circulation.
There are marketers out there starting to nibble on the idea of custom games. A lot of times though, promotional campaigns run a few months so licensing works well within the short time frame. But when broadband comes into play, there will be larger more elaborate and probably customized games created. At slower speeds, you're turning people off if the download takes a long time. When you brand a game, you have your brand in front of a user as long as they play the game.