North America is the largest market for online game advertising. By 2012, video game console systems are expected to account for 35% of online game advertising revenue in North America. Japan is the fastest growing market for online game subscription revenue. East Asia is the leading market for virtual item sales and is expected to continue to be the leading market for digital distribution in 2012. However, between 2006 and 2012, Europe is expected to be the fastest growing market for digital distribution and virtual item models, DFC Intelligence says.