Too bad you could not make Vegas and the opportunity to meet Danny and ask him your questions in person.
I am "guessing" the sponsors pay a fee when they sign the contract and then they pay to have their products used in the games. There is probably a yearly advertising fee and I would guess IENT collects on a player per minute basis and everytime a player buys ammo, or arrows.
I will ask Danny next week, not going to bother him when he has a full schedule at the show. Can you share your experience at the show with the board. Danny told me last year it was a "mob" scene!