Some truck simulator players have reported liking the immersive quality of having real ads on in-game billboards. Trucking company Schneider National is putting up virtual billboards in the game American Truck Simulator to try and recruit new employees. There is an ongoing driver shortage due primarily to the large number of baby boomers that have been retiring post 2020. The median truck driver in the United States makes just $48,000 a year.

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