A growing venue for advertainment is video games, sometimes called "advergaming", where product placement and partnerships may take a more dynamic role, according to researchers. The variables of gaming within ongoing competition may make players more perceptive or active in the face of advertainment. Advergaming examples include billboards advertising for (and product placement of) Bawls energy drink in Fallout: Brotherhood of Steel, and billboards for Adidas sportswear in FIFA International Soccer. Gamers' attitudes about in-game promotions vary greatly from tolerant to highly resistant.