In-game ad network says 'stay in school'

In-game advertising is on the rise, and while most ads you might see in games are reasonably well placed, there are some ad campaigns that pander more to the advertiser than the specific game setting. This latest development is along the same lines -- Next Gen brings word that Massive Inc. will be teaming up with the Ad Council and US Army to bring public service announcements about staying in school to a game near you.

This seems to be a better cause than just advertising sandwiches, and it's an interesting partnership. Given that most kids play games, game-based advertising is a sensible way to reach them, but might the boundary between reality and fiction be too blurred for the ads to sink in? This might open the floodgates for a variety of less wholesome "public service"-flavoured ads, but on the other hand, it could prove beneficial all round.