In 2002, IGA Worldwide and Massive Inc began focusing on in-game ads, and while they managed to create demand, both companies ultimately were liquidated after a few years. However, as more advanced consoles were released and gaming technology improved, ads started to permeate games as pop-ups or static banners. Game developers and marketers were looking for better ways to incorporate ads, but the industry was not mature enough. To better replicate a real-world experience, developers added fake ads to games.