The top in-game video advertisers were tracked by marketing research study Phoenix Marketing International which revealed the top product placements to be Coke, Pepsi, Nike, and Adidas. Video game players see the brands while playing their favorite video games.

The study looked at 70 top video games available for the current generation systems and warned that advertising should be taken loosely. Gamers in the study were not asked what ads or brands they say while playing, but rather if they recalled seeing any real products in the game. Some of the popular brands gamers recalled were:

- More than 54% of Madden 2007 gamers recalled seeing some form of in-game advertising.

- The most popular types of products for in-game advertising were apparel and footwear, beverages, cars, fast food, electronics, and beauty care.

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