Speaking with GamesIndustry.biz, IGA Europe vice president Ed Bartlett explained how in-game advertisements could benefit the interests of PC-based independent developers. Barlett pointed to Nadeo, which was able to release TrackMania Nations
as freeware through the use of in-game ads, in turn boosting its player base (recording over 6 million downloads) and increasing ad revenue. This business model is unique because it eliminates the need for a publisher and means developers can retain the rights to their IPs.
Ironically, it's the indie developers that have been most resistant to in-game ads; whereas triple-A title publishers, while unable to offset theirs games' costs with ads, have been much more receptive to the practice.