The in-game advertising business might be growing in an unexpected direction.
Following this week's release of Teens, Video Games & Civics, a groundbreaking new study by the Pew Internet & American Life Project, there is speculation that political campaigns may seek to engage with gamers via advertising:
"We're seeing more emphasis on digital media in general from politicians, so I think it's a real possibility. Games are digital media - and they're where kids are. And it's not just politicians. Even civic and advocacy groups could likely use games just as easily as they've used email to get people to volunteer, or donate, or march in support of a particular issue. On some levels, it's inevitable."