Self's Conde Nast is among the publishers working on social games such as "Self Workout in the Park" as a way of extending their magazine brands. Unilever and McDonald's are among those brands placing products within games. Although measurement remains dubious, brands are enthusiastic about pursuing the game space further. Mindshare's digital gaming specialist, Geoffrey Greenblatt, predicts that the next big thing will be advertising in games played with others.

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