This week marks another edition of the annual Electronic Entertainment Expo or E3, the video game industry’s pre-eminent trade conference and showcase. One of this year’s most anticipated new product introductions that generated huge buzz at the show was Microsoft’s Kinect motion controller technology (formerly Project Natal) that allows console gamers to control the on-screen action with pure physical body movements without the need for any physical handheld controller. This innovation and several more unveiled at the show this week are all contributing to interactive gaming being larger and more mainstream than it’s ever been. With the large captive audience that gaming attracts comes compelling advertising and brand engagement opportunities; opportunities that Microsoft’s in-game advertising division Massive tries to maximize on an ongoing basis. Earlier this year, the Lab was lucky enough to have Brian Elieson, Director of Products and Partners at Massive / Microsoft stop by to share some eye-opening insights on the ever-growing world of in-game advertising. He sat down with Digital Lab TV as well for a chat; check out the highlights.