comScore and Microsoft have teamed up to analyze in game advertising. This happens by a cooperation between Massive, an in game advertising service provider and subsidiary of Microsoft, and comScore.
First results of the innovative approach have been surprising. In game advertising for now mostly has been recognized as a branding tool. But several cases do approve, that in game advertising is a strong traffic generator leading to immediate action. The following press release is mentioning some cases with traffic jumps of up to 280 %.
Directory Sources: In Game Advertising