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MCV reports that both the heads of Sony and Activision have expressed scepticism of in-game advertising.
The news comes after EA announced it was to make its new Battlefield game available for free on the internet – and was financially supporting it through in-game ads and item sales.
Speaking to the Financial Times, Sony CEO Howard Stringer said that "there is a limit to the amount of money available" while Activision Blizzard boss Bobby Kotick said it was "early days" for the revenue stream, adding: I wouldn’t go in that direction myself."
Read the full story at MCV.
