Business & Games: The Blog

"Ads can and should be part of the realistic and immersive experience. This means ad exposure realistic to the setting and real life. From a quantity standpoint, we generally aim for about four to five minutes of advertising in a game-play hour. It is critical to note that this is not interrupting the experience, but part of it. In other words, a gamer consumes the ads while consuming the game play itself. Contrast that with television and other media forms where ads interrupt the experience. In an hour of television, you're likely to be exposed to at least 12 minutes of interruptive advertising."