According to a group of executives at the current OMMA conference, advertgames built solely around one brand have a greater impact on consumers than do ads inserted into traditional video games. That's because, while they might help create a more realistic environment, in-game ads suffer the same weaknesses that real world ads do. People are playing the game and not necessarily paying attention to the ads. Advergames, though, mesh game play with brand engagement in a more complete manner. Combine that with the relative low cost of production and distribution and advergames are becoming an increasingly popular ad format, with some companies claiming click-through rates of 30+ percent from the game to the company site.