Ad Age Conference in New York, EA CEO John Riccitiello pitched the marketing moguls in attendance on video gaming's increasing prominence in the advertising industry. Not just with regards to in-game ads -- though he did talk up their strength, citing President Obama's use of virtual billboards during his campaign -- but also on the growing market of video game advertisements themselves.
Riccitiello anticipates that Electronic Arts and Activision will drop "a couple hundred million dollars [worth of] marketing" on the next iterations of their respective shooter franchises, Battlefield and Call of Duty. We've got a better idea -- why not distribute that money directly to the fans, which they can then use to buy more copies of your game? Like, that just seems like Marketing 101.