Marketers spent over $50 million just last year on in game marketing and product placement according to a leading inquiry group. That tell is expected to reach $730 million by 2010 for advertising placed in both console and online games. Is marketing in video games just and old idea applied to a different medium? With consumers literally running away from retailing in the TV and print medial, are gamers going to tolerate being treated as the "new" captive audience? Ads will need to be highly contextualized and carefully chosen to enhance a product and not detract from it. As an example in the immensely popular Guitar Hero franchise, having actual Gibson guitar’s, and Krank and Vox amps seems to add to the level of street credibility As publishers continue to look at generating additional income streams to supplement revenues from software sales care will always need to be taken not to disrupt the flow of the games for purely commercial advantage. Hey, maybe TiVo for games.

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