In-game ad spending could reach $1.8 billion in the U.S. by the end of the decade and could make up about 3% of total media spending, according to Mitch Davis, CEO of Massive Inc., one of the leading companies in this burgeoning field. "We've passed the tipping point, to use a cliche, where [in-game advertising] is less about experimenting and more about building it into business," Davis said. "We've had lots of repeat customers."

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