In-game ads, not as useful as once thought?

Sony king and CEO, Sir Howard Stringer, along with Activision CEO Bobby Kotick, have voiced their concern over in-game advertising — skeptical of its potential growth. Stringer spoke with the Financial Times recently, saying that t"The [supposed] solution to everything at the moment in the digital space is ad-supported. While advertisers are happy to talk that up, there is a limit to the amount of money available."

He and Kotick ran into agreement that "young people don't like advertising very much" and that it's a bit early to get too far into in-game ads. What do you guys think? Is it too early for video games to accept in-game advertising on a large scale? Are gamers going to feel the advertisements are intrusive and block them out, just like TV ads? It's up to us to see if this method will ultimately succeed or fail.

[via Gamasutra]