Players from all demographic groups are spending more and more of their leisure time playing multiplayer online games. As such, the gaming environment may be a more suitable vehicle to reach target markets. This study assessed whether advertising in the form of embedded billboards has an impact on the online gamer. Even though they could recall passing the billboards many of the players could not recall the names of either the products or the brands after the gaming session. This was possibly due to the immersive nature of the game with peripheral details not fully registering. The embedded billboards within the game had very limited impact on either the enhancement of the game experience or on product purchase intentions.