The Yankee Group quoted in an article on eMarketer, predicts in-game advertising will be worth $562.5 million by 2009, while advergames will account for $312.2 million in ad revenues in 2009, compared to $83.6 million in 2004. The research also points out that from 2006 in-game advertising revenues will surpass the ones from advergaming. The numbers makes more sense if we consider that Kagan Research estimates 54 million households in the US will own at least one video game console by 2010.