High Quality Content by WIKIPEDIA articles! In-game advertising (IGA) refers to the use of computer and video games as a medium in which to deliver advertising. In 2005, spending on in-game advertising was US $56 million, and this figure is estimated to grow to $1.0 billion by 2014 according to Massive Incorporated "Massive: In-Game Ads Thriving".Which was reduced from their 2006 estimate of $1.8billion by 2010 according to Massive Incorporated)although Yankee Group gives a lower estimate at $732million. In-game advertising is seen by some in thegames industry as offering a new revenue stream,allowing developers to offset growing developmentcosts and to take more risks in gameplay. Advertiserssee in-game advertising as a prime way to target themale 18-34 demographic, who are increasingly neglecting television in favour of computer and videogames. However, some gamers see these moves as greed yand invasive, dubbing in-game advertising software asspyware. This view was demonstrated by the backlashagainst Electronic Arts' Battlefield 2142 which contained in-game advertisements from IGA Worldwide.

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