Blackbeltjones is at theEdinburgh International Games Festival and just seen an invigorating keynote by Steve Schnur, head of music for EA.
Basically [Steve's] pitch is that games are the new medium for the promulgation and promotion of popular music.
In a typical EA sports game: songs rotate 2x an hour of gameplay, and games are approx 50 hours of game play. A song featured in "Fifa" will be played 700million times... more than any no.1 record in any country.
Worth also reading Blackbelt's notes on why Games are also the New Economy": an analysis of the impact of Virtual Cash transactions - I particularly liked the suggestion "Blair surrenders UK to EverQuest"...