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Not only is ad spending in video games rising, but spending by game makers is doing so also, reports ClickZ.

Game publishers have increased online ads budgets significantly in recent years. Ubisoft, Electronic Arts and Capcom all devoted more dollars in 2006, according to TNS tracking, than they did in 2004.

Publishers are also spending online marketing dollars not merely on display ads but also on microsites, search ads and the building of online communities. These include the creation of online distribution channels that give people access to exclusive information on upcoming games.

The dollars for these efforts are coming from budgets for other media, according to TNS.