In-content advertising has of recent times, been the most controversial as well as supposedly the best way to reach the consumers mind. Rather than hire a celebrity and pay sky high costs for a 30 second slot for prime time on major T.V. channels, marketing executives are finding it easier to promote their products in the content. The content usually varied in between movies and soaps. The latest to get entangled in this advertising world are games.

“Due to the soaring costs of developing video games, the tremendous reach of video games, extended exposure to ads when playing video games, and integration with on-line commerce, advergaming will be a common fixture in video games,” said David Wanetick, Managing Director of The Wall Street Transcript.

A major reason say game developers for integrating advertising into their games is that, often games are meant to reflect the real world and signboards with the same logos and ads that you would see in real life, serve to further the gaming experience. Mr. Wanetick went on to say that "Advergaming is clearly on a rapid growth trajectory as it is projected to generate $4 billion in revenues by the end of 2008".

Video games generated $13.9 billion in revenues in 2003, significantly more than the $9.2 billion generated by movie studios. With such figures, the cries of gamers to leave games free of advertisements are doomed to be trampled over by gaming companies.