No, it is not underground at all.
Video games aren't on Billboards because they don't need to be. Word of mouth works incredibly well with games. Game companies can strategically release a few tidbits of info, game trailers, and etc. then let online forums do the rest of the work for them. It costs a lot, lot less then billboards, or getting into the New York Times, and if you look at many games sales, putting more effort in would be unnecessary. Mass Effect 2, Halo, and CoD are the only games that I can think of that use commercials because let's face it, they're so huge they just wanted to build a bit of hype to really buff sales. But let's face it, would people have not heard of Call of Duty without the Modern Warfare Two trailer in commercials?
This is a forum, not some game that includes winning or losing. One does not "lose" when it comes to his or her views. They can be wrong, but people aren't "competing" in the conversations.