Abstract: The present invention provides techniques for dynamically creating and integrating advertisements into video games based at least in part on user interests. Techniques are provided in which user interest information may be obtained substantially in real time. The user interest information and video game information may then be used to generate or select advertisements that may be relevant to the users and still be consistent with the theme of the video game. The advertisements may be dynamically integrated substantially in real time into the video game for presentation to the user.