The video game audience has grown so large during the last few years that many Hollywood actors such as Vin Diesel now play virtual roles in the games themselves. Game makers can afford to pay a top actor to lend his voice and likeness for the game. In addition, it’s a good strategy for the actor because he can reach an audience that he might not connect with otherwise.

Hollywood studios also are teaming with game makers to produce games based on hit movies such as The Godfather. The game version helps build awareness of the film and generates additional revenue for the studio.

With graphics improving every year, it’s getting more difficult to tell the difference between a game and a TV show or movie.

And some industry officials believe that the games will become even more like your favorite shows on TV in the near future. The games themselves will include commercials before, during and after you play. In fact, The Yankee Group estimates that the in-game advertising market will reach $732 million by the year 2010.

The research firm says that as TV advertising wanes due to ad-skipping digital video recorder owners, companies will turn to the growing gaming industry to make up for the loss. The Yankee Group says advertisers spent approximately $56 million placing ads in video games in 2005, an increase from $34 million in 2004. And by the end of 2006, the firm says in-game ads will more than double over this year. Approximately 200 games will include in-game advertising, the group says.