The unit claims to be the first of its kind to focus specifically on leveraging videogames and the gaming industry as consumer contact channels. That's SMG language for media outlets.

Play will be led by marketing specialists and long-time gaming enthusiasts, Tim Harris and PJ MacGregor, who bring a unique combination of SMG's consumer contact expertise and 30 years of gaming experience to the division.

Play's VP and director Harris was quoted in an official release as saying, "We plan to innovate and advocate the effectiveness of the video game industry as a viable, measurable communications medium. As marketing practitioners and gamers, we are excited to capitalise on video game contents and formats to convey our clients' branding messages to a massive and influential consumer audience."

It is nice to see the big boys get into the advergaming business. At a minimum, it will at least make these emerging advertising channels more visible to large consumer packaged goods clients driving much needed ad dollars into these developing channels of communication.