Growth of ads in video games still far away

For years, experts have been saying that advertising embedded in video games will someday become a big business. It appears that someday is still far off.

Executives at the Reuters Media Summit said this week that the tough economy will likely force companies and advertisers to look for new ways to reach consumers.

Shane Kim, vice president of strategy and business development for Microsoft Corp's gaming business -- which includes the popular Xbox 360 game console -- said that so far, advertising is not a big part of the business mix.

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