So it makes sense to try. The question remains whether it will work. Strategies include science fiction author PJ Haarsma writing a story that is as much like a game as he can make it, and publisher Scholastic creating a web-based game that is tied to a new 10-book mystery series that just started with The Maze of Bones. Even already-popular YA series like Christopher Paolini's dragon books are going along; Random House Children's Books is creating a game to go along with the series.
It seems to me this falls under the category of "it couldn't hurt." Even if only 10 percent of gamers are actually seduced into reading, that's better than zero.