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The league has ramped up in-game advertising efforts over the last decade, with on-ice virtual ads, virtual ads on the glass, helmet ads and limited ads on jerseys. The NHL regular season was barely underway last month when some fans began complaining that new virtual advertisements on the TV broadcasts were making parts of the games difficult to watch. How the NHL is reinventing in-game marketing - and reacting to fan criticism: League believes its "digitally enhanced dasherboards" can revolutionize sports advertising landscape. [Extracted from the article]