The first in-box CD-ROM cereal box advergames were General Mills' Chex Quest (promoting the Chex brand) and General Mills' All-Star baseball (starring Trix Rabbit and his friends playing baseball against Major League teams and stars).
In-game advertising is similar to subtle advertising in films, where the advertising content is within the "world" of the movie.
With the growth of the internet, advergames have proliferated, often becoming the most visited aspect of brand websites and becoming an integrated part of brand media planning in an increasingly fractured media environment.
Advergames theoretically promote repeated traffic to websites and reinforce brands.
Game playing is considered active media consumption, providing for unique opportunities for advertisers.
While product placement in film and television is fairly common, this type of in-game advertising has only recently become common in games.
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