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Marketers are also playing starring roles in popular video games. In
multiplayer Test Drive Unlimited, players can take a break from the races
to go shopping, where they can encounter at least 10 real-world brands
such as Lexus and Hawaiian Airlines. Tomb Raider’s Lara Craft tools
around in a Jeep Commander. Mainstream marketers such as Apple,
Procter & Gamble, Toyota, and Visa are all jumping on board. Overall, research
suggests that gamers are fine with ads and the way they affect
the game experience. One study showed that 70 percent of gamers felt
dynamic in-game ads “contributed to realism,” “fit the games” in which
they served, and looked “cool.”