At the World Economic Forum in Davos, Switzerland, Activision Blizzard
CEO Bobby Kotick and Sony Group
CEO Howard Stringer have expressed doubts
over the marketable future of in-game advertising, arguing against the assumption that this new form of advertising is the solution to the industry's monetary needs.
Stringer reasons that advertisers' pockets are not as deep as everyone hopes, adding to this the fact that "young people don't like advertising very much." A bold statement, to be sure. For his part, Kotick states "I wouldn't go in that direction myself," causing us to look back at the heavy product placement
in the Activision-published Guitar Hero III
and Tony Hawk's Proving Ground
These comments come in direct opposition to companies like IGA, who quite recently boasted
about their upcoming integration of ads into the EA-published Burnout Paradise
. We'll have to side with Stringer and Kotick on this one; we young people don't like advertising very much.
[Via PS3 Fanboy