I found an article explaining Xbox Live's recent decision to integrate Zune, Twitter, Facebook, and Last.fm into its platform. Users are now able to create playlists on Last.fm through their Xbox consoles. This opens up a slightly wider audience for bands, and also offers an opportunity to give users the unique experience of enjoying a particular song while playing a video game. Having the connection between a band's music and a separate form of enjoyment from a user is a good way to build loyalty in a fanbase.
The only thing that may be an issue is the fact that artists can be "featured" during a game without licensing their music to the game companies. Publishers may be wary of this new idea, but otherwise, this could open up many opportunities to creatively market music for gamers.