Resistance is futile

Not content to let the delectable casual gaming market pass it by, Eyeblaster has just exceeded 60 live ad-enabled game titles.

This figure sits alongside 40 percent growth in video impressions in 4Q07 over Q3.

Popular games include The Price is Right, developed by Montreal-based Ludia. Modeled after the long-running show, The Price is Right includes dynamic embedded advertising in less-than-conspicuous places, such as the parts of the game that include products and prices.

"This is creative use of our existing technology that goes beyond interstitial advertising,” said VP Ran Cohen of product planning. "It also gives developers the ability to continually keep game play fresh."

Brands served by Eyeblaster include P&G, Microsoft, Visa, Ford, Coca Cola, PepsiCo, Warner Brothers, Charles Schwab and CBS.

A recent study confirmed casual gamers prefer ads to out-of-pocket gaming expenses.