In a session on the difficulty of bringing together the game industry and the TV industry, one panelist pointed out that now that many gaming consoles are Internet connected, it's not just possible, but easy for game manufacturers to continually update in-game advertising. The billboard your avatar walks past today with a McDonald's ad could well be promoting Coke tomorrow.
Suddenly, games are ad-supported, continually updating media...or what used to be called "television."
For a time, ongoing revenue stream was the major argument from TV gatekeepers why the game world needed to collaborate with them. Now...not so much.