$800 mln to be spent on advertising inside video games in 2009

The Yankee Group expects advertising in games to rise to $800 mln in 2009 from nearly $120 mln in 2004. $266 mln will come from “advergaming,” when advertisers create a game around a product rather than place their brands within a well-known title. Massive Inc claims video game advertising would top $1 bln in the United States by 2010, and approach $2.5 bln worldwide, The Game Initiative reports.