According to research from Parks Associates, video advertising spend in the US will increase from the $370 million 2006 figure to over $2 billion by 2012, reported Games Industry.

Video games advertising’s 33 per cent annual growth rate is predicted to be higher than other advertising mediums such as television, radio, print and the internet.

In-game advertising is expected to experience the highest growth rate, rising from $55 million in 2006 to over $800 million by 2012.

“Advertising in electronic games had an average monthly household expenditure of less than 50 cents in 2006, while broadcast TV was at $37, meaning advertisers are not using the gaming medium to its full potential,” said Yuanzhe Cai, director of broadband and gaming at Parks Associates. “If executed correctly, game advertising can provide a win-win solution for advertisers, developers and publishers, console manufacturers, game portals and gamers.”