From humble and comical beginnings, in-game advertising has snowballed into something ferocious. Video games were an untapped advertising gold mine; a new resource through which to reach the 18-34 year old 'sweet spot' market. From their traditional place in print media, television and radio, product commercials crept further into our lives as time progressed and technology converged. The Internet. Video games. Online gaming. Broadband speeds. Now, even the games we play on our iPhone and Android mobile devices are rife with commercial marketing. Advertising bombards us from all angles. Is this a harmless product of digital media's rapid progression, or is it something which could potentially spiral out of control?