In-game advertising is a fast-growing industry. Spend is expected to more than double between now and 2012 in the US alone to $650m from $295m at 2007 levels. Even Barack Obama’s campaign team bought in-game ads for the Xbox360 version of the Burnout Paradise racing game
In-game advertising continues to gain traction, with Microsoft looking to stake its claim on this territory after acquiring the pioneering in-game ad specialists, Massive, in 2006 and recently hosting a major event pitched at advertisers and media buyers in New York.
Massive’s most recent success came in securing an 18 game advertising deal with Activision, which will see advertising appear across titles such as Guitar Hero: World Tour, and various other Xbox 360 and PC releases