Advertisements in video games are becoming as common as billboards on California highways.

Only a few years ago, a video game company had to pay goods makers if it wanted to include their products in the virtual world for a dose of realism. But today, advertisers are handing over millions of dollars to get their brands in front of the 140 million people who play video games in the U.S.

Advertisers are expected to spend $183 million this year to pitch their real-world products in video games, according to Yankee Group. The research firm, which also measured the playing population, predicts in-game ad spending will reach nearly $1 billion by 2011. Internet giants are investing in technologies that let them broker those ads. In the past year Microsoft Corp. snapped up Massive Inc. and Google Inc. acquired Adscape Media to try to cash in on the trend.

Gamers don't know what to make of it

Well there are advertisments in BF2142, but I havn't seen them. Probably because I have no need to look for them.

In my eyes, aslong as in-game advertisments aren't in your face like the garbage on TV, I don't really have a problem with seeing a Heinz ketchup bottle.

There are lots of games out there and lots of poeple to play them... now watch it get exploited.

The advertisements are not that bad now, but imagine how bad they could get in the near future.