Videogame analyst Matthew Ball predicted in his "State of Videogaming in 2026" report released earlier this year that in-game ad placements will become more common in PC and console games and services in the future, as they're a largely untapped source of revenue—income the industry needs and is increasingly struggling to find. Now he's the newly-hired chief strategy officer for Xbox, and in an interview with The Game Business, he says he hasn't changed his mind.
Ball said the issue is a "two-sided problem": The cost of making games keeps going up, particularly on the big-budget side of the street where Microsoft lives, and so is the Read Entire Article
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