Bartlett: Advertising is misunderstood by most developers

Ed Bartlett, co-founder of IGA Worldwide, has defended the use of in-game ads as a means for monetising free-to-play games.

Speaking in reaction to comments made by Eutechnyx's Todd Eckert that advertising stifled creativity in early television and could do the same to games, Bartlett told that developers have understandable "suspicions and misunderstandings" around in-game ads. However, he was keen to point out that advertising had evolved significantly since the early days of TV.

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