According to Nielsen//NetRatings, people playing games on the Electronic Arts site spent more than four hours and ten minutes per session on average during February 2006. Unlike content or search sites where visitors routinely look at a few pages before moving on, game sites often retain a visitor for as long as it takes to watch a miniseries, enabling advertisers to repeatedly pitch their brands to consumers. During December 2005, more than 27 million people visited game site, which features casual games (trivia, cards), shooters and role-playing games, according to comScore Media Metrix. In-game advertising provides access to a rapidly growing audience of gamers of all ages that spend the equivalent of two workdays per week (often in three- to five-hour bursts) dealing, driving and detonating through consoles, PCs and Internet-only games. Game publishers can offer interactivity and target marketing that is not possible through broadcast channels, and advertisers are now redirecting portions of their ad spends from broadcast to video games. However, online gaming (not to be confused with online gambling) sites are now accruing the millions of eyeballs that advertisers such as Ford, Procter & Gamble and Coca-Cola salivate over. The highly fragmented Web lacks properties that can match the millions of viewers who routinely view network TV. National advertisers looking to reach mass audiences have had few choices online. In-game advertising offers geotargeting of a captive and highly lucrative audience.