The following article is an interesting read. It is giving some insights into the state of the art of in game advertising, its success and the prospects of being merged with other kinds of media. Other kinds of media in this case means mobile media including console games but mobile applications, too. Whereas the outlook of social games is still not clear cross media campaigns including in game advertising and mobile media may become incorporated in the near future.
Prospects of In Game Advertising and Mobile Media
Von FOLDEN.INFO In Game Advertising, Mobile Advertising, Mobile Research, Rich Media Advertising, Social Media Advertising