Advergaming to be worth $4 Billion in 2008

Only half an hour ago we showed you a game
aimed at changing people's perception of in-game ads. Now we bring you the reason why advergaming is completely inevitable. According to a report in the Wall Street Transcript, detailed by Next Generation, the market for in-game advertising is set to increase to $4 Billion by 2008. That's a whole lotta' money that game developers, publishers and marketers are no doubt eyeing up right this very moment.

The report states that the companies behind advergaming (which stand to benefit from this development), believe that the gaming audience is more receptive to advertising than web surfers and TV watchers. That's true, but browsers have pop-up blockers and TVs have mute buttons.
How long can it be until owning an advergaming blocker is a must for online gamers?

[Via Slashdot]