The IAB has set out a four-pronged approach for the group, whose other members include in-game advertising agencies Double Fusion and IGA Worldwide and developer Electronic Arts.

Top of the list is a plan to bring in-game measurement guidelines already developed by the IAB’s US counterpart to the UK, with a view to promoting them more widely across the EMEA region.

GSG also has a programme of research on the cards, with three projects slated for 2010: the first to gauge knowledge and understanding of in-game advertising within the advertising industry, the next assessing current levels of adspend and finally an effectiveness study.

This work will be supplemented by a series of consumer focus groups to help inform best practice in terms of implementing in-game ad campaigns. Lastly, the IAB has a series of activities in mind designed to educate advertisers and agencies about what works and what doesn’t, including a ‘how to’ handbook and an online resource of case studies and white papers.

IAB’s head of industry programmes Jack Wallington said: “Gaming is the most immersive entertainment experience on the planet. With mainstream audiences spending more and more time playing games instead of using other media, it is critical advertisers and agencies understand how to reach these consumers.”

Research firm Screen Digest forecasts that the value of the in-game advertising market could reach $1bn by 2014.