Activision: no need for in-game ads

Activision CEO Bobby Kotick recently opined on the unnecessary nature of ads in retail games. Speaking at a communications and entertainment conference, Kotick said: “There was a time where we thought advertising and sponsorship was a big opportunity, but what we realized is our customers are paying $60 for a game or paying a monthly subscription fee and they don’t really want to be barraged with sponsorship or advertising.”

He then explained the only circumstances under which he believed in-game ads were acceptable: “There may be future opportunities where you might offer a consumer an advertiser-supported experience so they wouldn’t have to pay for it.” ┬áThus, it seems that Kotick takes an either/or approach to in-game ads. Either you pay for a game and the ads should not exist, or you get a game for free and the ads are utilized.