Opposable Thumbs has the gist of a report indicating that in-game ads really are successful at increasing consumer interest in a product. "In a study that began in 2004 and included 600 gamers, gaming-advertisement firm Massive Inc.--a subsidiary of Microsoft--found that in-game advertising increased average brand familiarity as much as 64 percent. The study included two groups: a control group and a test group. Both played Need for Speed: Carbon, but only the test group was exposed to ads from Massive Inc. The study showed a 69 percent increase in automotive purchase consideration between the test and control groups made up of men between 18 and 24. The respondents also indicated that 'quick service restaurant' brands were 'cool' because they were advertised in games ('cool' is left undefined)."