Sites that are particularly large, or under a big umbrella, Slashdot for example, can avoid this kind of thing by running their own in-house network... but smaller sites don't have that kind of luxury. There still needs to be an interest in vetting submitted ads by those internal networks as well-- curse.com is basically an ad network with forums and MMO add-ons floating on top, and they have a bad history of serving malware and spear-phishing attacks to their users.
Of course, this is assuming that everything is based on the games and not the broader continuity they're built from. A movie about Gordon Freeman squeezing antlion bits, or Chell discovering that the cake is (twist ending!) moist, delicious, and real? No. God, no.
A movie based around the events of the Seven Hour War, or the events leading up to GlaDOS going on-line, on the other hands? Those, or something strongly resembling those, I could see.
Or the suggestion that installing the thing on a steering wheel could improve driving safety. Seriously, what? A distraction is a distraction, and if you're texting away in traffic, you're fucking distracted.
It's 'free' for people with currently active subscriptions to the product, not every Tom, Dale, and Hates the Gimp, alas.
"Luke, I'm yer father, eh. Come over to the dark side, you hoser." -- Dave Thomas, "Strange Brew"