In-game advertising (IGA) refers to the use of computer and video games as a medium in which to deliver advertising.

In 2005, spending on in-game advertising was USD$56 million, and this figure is estimated to grow to $1.8 billion by 2010 according to Massive Incorporated.  Advertisers see in-game advertising as a prime way to target the male 18-34 demographic, who are increasingly neglecting television in favour of computer and video games.[4] However, some gamers see these moves as greedy and invasive, dubbing in-game advertising software as spyware.  Early examples of in-game advertising were static. Some of these consisted of virtual billboards, whereas others could be considered in-game product placement (wikipedia.com).