Screen Digest have predicted that in-game advertising will be worth over $1bn (£627m) by 2014, writes Media Week. The firm's study, "In-Game Advertising: Market Assessment and Forecasts to 2014", forecasts that the sector will grow to take 1.5% of all digital adspend, as advertisers understand the benefits. According to Screen Digest these include scalability, accountability, high levels of audience engagement, and positive brand associations. Adam Smith, futures director at GroupM said "Given gaming is now a mainstream leisure interest, in-game deserves the same consideration as mobile and social media."
From Media Week: http://www.mediaweek.co.uk, 26/05/2009
Screen Digest: http://www.screendigest.com