EA Exec Says In-Game Advertising Doesn't Pay Off

The Escapist: "What has grown is the microtransaction-powered market for virtual goods, which he said is a much more reliable source of revenue that EA has managed to tap into. "We hedged our bets," he continued. "We thought we'd do in-game advertising and virtual goods sales, and one of those took off really fast and the other hasn't really taken off at all.""