Advertising in casual games ‘offers no return on investment’

In a session at the Develop Conference 2009, several leading figures in the casual games industry have been questioning the credentials of advertising revenue models.

"Particularly as item payments and transactions take off, advertising is becoming less and less relevant, I think," admitted Dylan Collins, CEO of Jolt.

Following Collin’s point, Bigpoint’s Simon Guild added: "Most buyers of advertising are very prejudiced about placing advertising around games. They are wrong to be so, but still, the advertisements can be small, and distracting."

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