An in-game-only advertising agency (Engage) has been launched to bring advertisers and games together in perfect harmony. Well, not quite perfect, but together none-the-less. This would make sense since television viewership among men 18 to 34 has dropped 12% while the same group spent 20% more time playing, you guessed it, video games.

Next-Generation writes: "David Smith, vice president of business development for Engage said, 'Since it’s a relatively new medium, many companies are unaware of the promotional reach and creative flexibility videogame advertising can provide when trying to target the elusive 18- to 34-year-old male audience.' He added, 'When done correctly — and the in-game ads contextually support the game environment — we’re finding gamers are in favor of videogame advertising because it enhances the realism of the game play.'"

In short, expect more advergaming in the not so distant future.

This article was originally published on Joystiq.

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