The hype over the in-game segment seems to have faded a bit this year, amid a lack of news on Microsoft's plans for acquisition Massive and lower projections for in-game ads and their much-touted dynamic extensions. "Dynamic ads are definitely not where everybody thought they would be at this point," said Dario Raciti, group director and gaming leader at OMD. "I was never a proponent of signage alone for advertisers to get involved in games. A billboard is not going to do it. You have to engage with players."