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The Warsaw Voice » Society » January 13, 2010
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Video Games Tempt Advertisers
January 13, 2010   
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Expenditures are growing on in-game advertising, or ads that appear in video games. Research companies Screen Digest and Group M predict they will reach $1 billion in 2014, accounting for 1.5 percent of the global advertising market.

According to Vincent Letang of Screen Digest, in-game advertising is more effective than advertisements in online communities. Game users are also much more susceptible to advertisements than those receiving ads in the press, on TV or on the radio. This observation has been confirmed by research carried out by NeoEdge Networks, whose results can be found on Interaktywnie.com. The research suggests that in-game advertising is more effective due to the nature of interactive games, which require a high level of concentration on displayed messages.
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