This study examines in-game advertising, a new way of delivering dynamic advertising within gaming titles of all kinds: boxed games, Massive Multiplayer Online Role Playing Games (MMORPG), and others. The study includes information on all major technology vendors delivering this technology, the latest market trends of this new market, possible future scenarios of usage of this technology in other markets, and a discussion on various topics that could influence the acceptance of this technology in the mass market.

"Advertisers are beginning to consider gaming platforms as a viable medium to approach the coveted 18 to 34-year-old target group. Using dynamic in-game advertising, which incorporates itself into the content of the games, advertisers can get more concise segmentation of the target audience and perform multi-national campaigns easily." Gilad Nass, Research Director, IDC EMEA Emerging Technologies Research