https://www.theregister.co.uk/2017/10/09/mobile_gaming_ads/

VB2017 Poor disclosure and intrusive advertising are becoming a bête noire for gamers who increasingly find themselves getting fragged by promos.

Adverts in gaming or advergaming systems are becoming more complex as marketeers resort to techniques that embed advertising deep enough so that earlier ad-blocking attempts no longer work. The market was explored in a talk by Chris Boyd of Malwarebytes titled Exploring the virtual worlds of advergaming, which was delivered at the Virus Bulletin conference in Madrid last week.