Are video games affected by the audience?

The way in which VG companies go about getting their audience can be very simple ideas such as:
Synergy: e.g Tomb Raider Lucozade 
Also they use big marketing schemes such as in June 2007 Halo 3 began its marketing campaign using all sorts of things from tv adverts to Burger King wrappings (halo 3 marketing). 

But are these big companies doing these marketing schemes to get out attenion or are they doing it because the audiences are affecting the way in which companies have to advertise? 

Society nowadays is mostly a Digital Native generation so therefore companies need to bring their advertising techniques into the modern age, for example sending out texts to Orange users about products they might be interested in, advertinsing other products on shopping bags and even adding hidden easter eggs of demo games on other big video games.