More and more gamers are striving to get online and enjoy their games alongside thousands of other players. Reasons for doing this could range from wanting more 'advanced' opponents other than the games 'AI' to things such as the social life amongst other gamers.
At this stage, Microsoft is far more advanced with their XboX live, whereas Sony are slighty behind with their recently released live system.
Although gaming industries are constantly under the risk of going broke over un-popular games which in return grants no income or very little. Companies such as EA games can always rely on the internet. Creating websites purely for gaming advertisement and teasing gamers to try a demo and buy / download the game online has a steady profit income.
Such advertisement can possibly create in-game advertising. Allowing sports companies for example to create adverts using in-game footage to create a more appealing advert. This has benefits and problems. Allowing in-game advertising means that companies such as sports orientated reach a wider audience range. Both them and the game company shall get a profit from this.
However, this also has an effect on the television box. Should in-game advertisement get popular, more and more companies shall flock and in turn demolish television advertisement. This again is another example of people becoming less involved with the television.
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