Game makers need to play ad games with care

08/27/2006 | BBC

Faced with soaring development costs, game makers are turning to in-game ads to help generate profits. But Andrew Sispoidis, CEO of IGA Partners, North America, believes makers need to walk a careful line to ensure "the right brands are delivered into the right games to the right audience, in a way that ultimately adds value to the user and not only gameplay value, but to their lives to some degree."

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