According to gamespot, in the latest Game Advertising Summit analyst predicts that in 2009 in-game as revenues on PCs will crack ?400 million--more than 10 times the revenue in 2005.If this is correct, in 2009 it will be hard--maybe impossible--to find a new game that?s ad-free. Will gamers support the injection of advertising into their favorite pastime? Michael Cai has explored this question in depth by surveying gamers, and his research has yielded interesting results.

Though a significant percentage of gamers (from one-fourth to one-third depending on demographic group) are strongly opposed to in-game advertising, a similar percentage is strongly in favor of it--as long as it enhances gameplay or provides an opportunity to win prizes. Moreover, the hardcore gamers--the ones who play the most and spend the most money on gaming--are much more likely to be tolerant of in-game ads than are less committed gamers. In short, it seems that public opinion in the game market will not be a significant barrier to the growth of in-game advertising.