Overload Of Game Ads Could Defeat Purpose

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A new report released by Mediaedge:cia analyzing in-game advertising cautions against marketers potentially flooding the gaming universe with ads, as it also throws some cold water on a few of the more exuberant spending predictions for the industry.

Expectations for the burgeoning in-game ad space have risen precipitously over the past year, particularly as companies like Massive Inc. have launched networks that offer the capability of serving live ads within games played with an Internet connection.

The Yankee Group forecasts that in-game advertising will reach $800 million in spending by 2009, while Massive CEO Mitch Davis claims that ad revenue will skyrocket to $2.5



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