Biz Briefs: Game On, Hold The Pepperoni

For many video gamers, juggling a joystick and a pizza is second nature. What's frustrating is having to stop playing to order. Sony Online Entertainment may have solved that problem with the recent release of add-on features for the game EverQuest II, allowing players to order online from Pizza Hut without leaving their game screens, let alone their couches.

Now that consoles like PlayStation 2 and Xbox are increasingly hooked up to the Internet, gamemakers are looking for new ways to capitalize on that captive audience through interactive services and ads. Ad firms like Starcom MediaVest Group and Young & Rubicam...