Abstract: A software agent interfaces with an interactive game program allowing for dynamic conveyance of objects during runtime for receiving data indicative of at least one parameter relating to a player of the interactive game program and/or to the player station on which the program is run. The data is used to set a dynamic policy that is customized on-the-fly according to the at least one parameter, and which is adapted to determine one or more objects to be conveyed to the player station for dynamically embedding in the program. The dynamic policy is also adapted to determine one or more characteristics of the object and is capable of subsequent re-customization and revision during game play. The objects are retrieved and periodically conveyed to the interactive game program based on the dynamic policy for dynamically embedding in the interactive game program to interface with the game player of the interactive game program.