Advergaming – In the Interactive TV gaming environment, advertisers incorporate some aspect(s) of the company/brand into the game itself. It’s a kind of integration of interactive TV advertising and programming. Often the game itself revolves around the company or brand.
http://www.itvdictionary.com/itvadv.html   Also see
http://en.wikipedia.org/wiki/Advergaming

See the Interactive Television Institute.