Ridiculous. There have been SDKs for doing in-game advertising for other games since 2005 at least. Double Fusion was one of many companies doing this:
http://www.develop-online.net/news/28399/New-Double-Fusion-tech-puts-game-ads-in-existing-titles
Adscape and Massive Incorporated created similar SDKs in the same time frame. Here's a huge list of prior art that should kill this patent:
http://notesnews2007.blogspot.com/2007/10/adscape-media-patents.html
Oh and hey, check this ancient site for BiDamic, which turned into Adscape. "Bidamic’s patent pending solution allows for dynamic advertising in video games, making permanent one-time ad placement in games obsolete... The customization features of Adverplay allow for ad campaigns that can be tailored to demographic, location, genre, time of deployment and more." Copyright 2002. There's your social graph element of claim 2, which should knock out the rest of the dependent claims.
http://web.archive.org/web/20050208120452/http://www.bidamic.com/