Are you game?

The in-game environment has become an area of increasing interest to advertisers, with the computer game market estimated to be worth $805 million by 2012, a total rising to $2 billion when taken to include advergames, portal display ads and sponsored games.

Are you game?

Robert McGarvey

Game on. Out of nowhere and at a time when traditional media are struggling for ad dollars, computer gaming is starting to attract the eyeballs of the nation's biggest advertisers.

Visa is a case in point. The Foster City, Calif.–based company is not simply buying ads, it's playing a central role in games based on the CSItelevision series. In the CSI 4 video game released in late 2007, the developers built into the plot the need to understand the security layers Visa extends to credit and debit cards. “We are tightly integrated into...

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