Technology research company Yankee Group believes the medium will grow by a massive 1,150 per cent over the next three years to just over US$970 million.
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"PS3 is undoubtedly the prime opportunity for the in-game advertising industry," says Justin Townsend, CEO of IGA Worldwide. "…IGA can provide advertisers with a large and valuable global user base of 16-35 year old consumers with disposable income."
However, a report out last year by research consultancy Bunnyfoot, said that there was a poor level of viewing of advertisement by gamers, this was especially true of popular sports titles.
Not only that, some who champion the gamer cause such as
Cn
et's Don Reisinger is taking the moral high ground and sees it as an unnecessary intrusion into gaming, with little of no benefit to gamers themselves.
