Judging by the growing number of media clippings on the subject, I'm afraid in-game ads are turning into the next shiny thing.
"Agency Avatars," AdWeek, October 9, 2006, Eleftheria Parpis. Quote from Leo's chief creator Mark Tutssel: "This is right on the edge of a new space."
"Virtual Worlds: The Next Realm in Advertising?" Brand Channel, Bill Nissim, undated (Sept 2006?)
"Video Games Now a Social Experience," Ad Age, Gavin O'Malley, October 5, 2006
"Leo Burnett Buys Space in Virtual World," Ad Age, Jeremy Mullman, September 28, 2006
"Advergaming: You Got It," Business Week, David Radd, October 10, 2006