Mark Kroese

Two-dimensional bar codes are one of those futuristic technologies that always seem to be on the brink of a breakthrough, but never make it.

Promotion from Microsoft ( MSFT - news - people ), one of the biggest technology companies in the world, could help. Starting this fall, the Redmond, Wash.-based software giant plans to incorporate bar codes into its Xbox videogames as part of a broad marketing initiative. "[Bar codes] enable advertisers to continue their conversations with consumers across any media [whether] posters, book covers, store displays or screens," says Mark Kroese, general manager of entertainment and devices advertising for Microsoft.