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 Activision Not a Fan of In-Game Ads

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PostSubject: Activision Not a Fan of In-Game Ads   Thu Sep 16, 2010 12:33 am

Activision isn't a fan of in-game advertisements.

Speaking at the Bank of America Merrill Lynch Media, Communications & Entertainment Conference in California today, Activision CEO Bobby Kotick dismissed the importance of offering in-game advertisements. Kotick said due the price his customers currently pay for games there's really no need to include them.

"There was a time where we thought advertising and sponsorship was a big opportunity, but what we realized is our customers are paying $60 for a game or paying a monthly subscription fee and they don't really want to be barraged with sponsorship or advertising," Kotick explained.

"So being very respectful of our audiences, unless it's something that's really authentic and will enhance the game experience, we're generally not going to include something in the game. There may be future opportunities where you might offer a consumer an advertiser-supported experience so they wouldn't have to pay for it.

"But as long as our audience is paying $60 for a game or a subscription fee I think we're going to limit the amount of advertising or sponsorship incorporated into a game."

Kotick was also asked if movie-licensed games were still important to the company. He said simply "No" and added they have scaled back the number of licensed titles in development.

"We have so much of our own intellectual property that we control, and the cost to develop great games are so high and the technology and talent is at a premium that making games using other people's intellectual property is not as valuable as it once was," he said.

"All we're doing is building value for other people's intellectual property that we don't really have ownership in, so we're just doing a lot less of it than we used to."

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