Obama is now targeting the young male audience (ages 18-34) from inside video games. In game advertising (IGA) or “advergaming” has been around for while. This is the first time a candidate has used video games to promote a campaign. Microsoft and Interpret LLC, a new media research firm, released a study that in game ads had a positive impact on the gaming experience. Since the XBox 360 is connected to the internet – ads can be updated and shown for specific periods of time. Check out the MSNBC article.