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.
The text highlights that advertisers are hesitant to utilize video games for advertising because they face challenges in measuring their effectiveness, lack clarity on how many viewers will engage with the game, and the long time it takes to develop a video game.