In-game advertising works well, according to study

According to a study conducted by Nielsen Interactive Entertainment on commission from in-game advertisers Double Fusion, 50 percent of study participants said that in-game ads made the gaming experience "more realistic" (21 percent disagreed). Just over half again (54 percent) said that the ads are attention getting.

Well, sure. But check out the screenshot at right. Starbucks being advertised in a Godfather-like setting is an anachronism that'd cause anybody to do a double-take. How does that sort of ad serve to create a more immersive world?