As the U.S. videogame industry continues to grow in the next several years, dollars spent on in-game advertising are expected to increase accordingly. By 2013, marketers will spend a total of $681 million on in-game advertising, up from $403 million in 2008, according to a June 2009 forecast from eMarketer. During the forecast period, the relative mix of console/PC-based and Web-based advertising will shift slightly toward the latter, with 75 percent of the total spent online in 2013. A growing number of ad-supported online games are also available to consumers for free. Surveys show that gamers have largely accepted the bargain of free game play in exchange for exposure to ads. This puts marketers in the pole position to make their brands part of the gaming experience through banner and video ads, sponsored sessions, product placements or other vehicles.