The purpose of this research is to assess the different attitudes various segments have toward online advertising and video games. It is theorized that varying attitudes toward online advertising and video games exist between segments due to each group's point of reference. The segments analyzed in this study were Consumers of online advertising and video games, Producers of advertising, and Producers of video games. Data was collected and analyzed within and between the three above-mentioned groups in an attempt to discover statistically significant trends and patterns validating the hypotheses driving this research