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EA claims in-game ads are working

Study says so.

In-game advertising boosts product sales by 24 per cent, a study commissioned by EA on behalf of Gatorade claims.

The Nielsen study focused on 100,000 households that had purchased at least one of six EA Sports titles - NHL 09, NHL 10, NBA Live 07, NBA Live 08, NBA Live 09 and NBA Street Homecourt – and compared their purchasing habits before and after Gatorade advertising was incorporated into the game.

Does this mean we'll be seeing product placement for Sunny Delight in Dead Space 2 or Bulletstorm? EA was non-committal when we asked the publisher to comment on plans to expand its in-game advertising offering.

"While this study focused on a test in select sports titles, we offer marketers in game and around game advertising opportunities in titles across all our divisions, not just sports," EA corporate communications manager Holly Rockwood told Eurogamer.