A year-long study of in-game ads by Nielsen and Activision show that the damn things are effective unfortunately. On the bright side, the study also showed that ads that were intrusive or didn't fit into the theme of the game had the opposite effect desired.

So go ahead and put ads in games if it makes sense, like as a billboard in a racing game, but don't even think about smacking them into loading screens.

Study Backs in Video Games [AP]

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