This makes my head spin:

Where will PopCap Games’ megahit puzzle game Bejeweled pop up next? Would you believe … World of Warcraft?

A version of the match-three game is set to launch next Thursday within the World of Warcraft MMO (massively multiplayer online), letting players kill time with puzzles during raids and long stints farming rare items.

Guess what kids, WOW is now a gaming platform inside of a game.

And PopCap seems to get it:

Using World of Warcraft’s mod tools, Fromwiller built a surprisingly convincing copy of PopCap’s game, which he called Besharded. His feat did not go unnoticed by the Seattle-based publisher of the original.

“[Besharded] was cool and fun, but not very polished, so we reached out to the gamer in question and hired him to do an official version of Bejeweled for WoW,” PopCap representative Garth Chouteau said in an e-mail to Wired.com.

It’s a genius example of in-game marketing that not only works, but actually adds value. Now we just need the WOW themed Peggle.