A new in-game advertising agency, Engage In-Game Advertising, based in San Francisco, has launched its first campaign, placing ads for Subway on in-game billboards in Valve's Counter-Strike, GamesIndustry reports (via MediaBuyerPlanner). The ads were seen by around 31,000 gamers in target areas such as San Francisco, Sacramento and Las Vegas in the three weeks after launch, making for 19,000 hours of exposure.

"Our post-campaign survey showed a 94 percent ad recall among our target audience," said Subway's Shawn Hazeghazam. "For every penny we paid, our brand received one minute of exposure. This in-game program really delivered for us, at a fraction of the cost of traditional advertising mediums."