There would probably be an eternal dissent between consumers and producers when it comes to in-game advertising or IGA. Advertisers see it as the best way to target the male 18-34 demographic, while publishers could expect an extra US$ 1 to US$ 2 of profit per title. On the other hand, not a few gamers see this as greedy and invasive.

This is the main reason why behavioral research firm Bunnyfoot is spending money and effort to determine the real effects and investment costs of IGA. According to them, the key here is their ability "to passively observe and record gamers at play by capturing eye tracking and physiological data, such as heart rate and galvanic skin response." Bunnyfoot furthermore announce the launched Sponsor Fixation Index (SFI), a device that compares and contrasts excitement and receptiveness with isolated game events or gameplay dynamics.

Prior to their study, Bunnyfoot maintains that current IGA models "piss off" players because it fails to factor in emotional engagement and moments of peak excitement. Included in their study are titles Project Gotham Racing 3, NBA Live (X360, PS3, PSP) and Gran Turismo 3.