Microsoft’s Patent No. 6,999,083
Pretty innocuous sounding (and incidentally Microsoft’s 5000 patent) Patent No. 6,999,083 is interesting primarily for gamers and voyeurs but also has potential for advertisers.
The new technology being incorporated into the XBOX 360, its software, and the XBOX Live service and will allow people to join various games as a spectator. This seems to indicate that you wont necessarily need an XBOX to participate and you will be able to do this via a web portal as well as via XBOX Live.
As a spectator you can view stats, replays, highlights etc. plus influence the action and choose which camera angle you want to view from. Advertisers will benefit from the possibility of offering interactive ads and more importantly an expanded user base - so more eye balls!
For more info Game Spy has a good article.