In the case of Fable III, a cast of around ten celebrities provided their voices for characters in the game, including John Cleese, Sir Ben Kingsley, Stephen Fry and Nicholas Hoult.
JCPR's Warder says: 'A-list talent is increasingly interested in becoming involved in the video game industry, not just in endorsement or marketing but appearing in the games themselves. This shows a genuine respect for storytelling in video games.'
Alongside providing an additional revenue steam for celebrities, it can also give them a longer shelf life if used appropriately, says Say Communications' Stewart-Muir.
'Games are a gravy train for celebs; a massive high income earner, plus they give celebs longevity. It's a win-win situation; celebs want to be used for voiceovers in games and their publicists see it as an additional revenue stream,' she adds.