So the two biggest game companies looking at embedding ads are the ones running the study?
FWIW I think this shoudn't be dine in sports games if I were playing at Wrigley Field I want to see the actual billboards of Wrigley, not the Bubble Yum Fun Fun Park. It can enhance some games if integrated properly, Test Drive Unlimited felt rather bland, Apart from cars and dealerships, the island was one generic city blob. Some billboards, McDonalds, etc would have spiced it up some and made it look real. Not too much though, like that awful NFS:Whateverversionitwasatnight every block was a billboard in BRIGHT SHINING NEON.
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