However, many advertisers do not embrace video games as a viable advertising medium because of the continuing difficulties in measuring IGA's effectiveness despite the implementation of GamePlay Metrics, uncertainty about how many viewers the game will reach, and the long development cycle inherent in video games.
Despite the implementation of GamePlay Metrics, advertisers are hesitant to utilize video games as a viable advertising medium due to ongoing challenges in measuring their effectiveness, uncertainty about the game's reach, and the lengthy development cycle associated with video games.