Opinion: How Game Ads Can Be Done Right

[Brothers In Arms developer Gearbox Software has announced a new partnership with in-game ad/branding firm Double Fusion - but what does this actually mean in terms of integrated content and authenticity for the developer’s games? Gearbox co-founder and CEO Randy Pitchford (pictured) explains why he thinks in-game brands can be good from multiple perspectives - including authenticity, notice, and increased budgets - in this opinion piece.]
I'd like to take the time to shed more light on the announcement that Gearbox and Double Fusion are partnering to consider connecting advertising with our games.  Some gamers have voiced their concern, and I want to set the record straight about this announcement.
We respect any contempt for exploitive advertising that negatively effects the integrity or the quality of the game because we, as hardcore gamers, share that same contempt.  If anything, that's a big understatement.  I'll say it again:  We hate exploitive advertising […]

Original Post By Google News editors@gamesetwatch.com (Simon Carless)