Lets face it, the price of video games goes up with each new console release. A new Xbox game cost $50. A new Xbox 360 game cost $60. I'm sure when they make the 3rd Xbox, its games will cost $70. Will this price raising ever end? Sure the games technology as well as all the work it takes to make a game in HD cost a lot of money, but seriously, $60 for a game? We think this price must be lowered! We know it cost money to make these games, but the answer is actually quite simple. It's a technique you already find a in many racing games (although they haven't dropped in price). In-game advertising.
It's simple, place an ad in all the game's loading screens, BOOM! The game's price instantly drops $10. We would rather have to watch ad campaings during a game's loading screens and pay less, than get ad-free loading screens and pay more.
Unfortuantely, game publishers apparently have different thoughts on the subject.