Tamps

Person who has developed a service to put ads in games says companies should think about putting ads in games.

"EA Advertising is a platform that’s directly integrated into Frostbite, the engine EA uses to make its biggest games, from Madden to Battlefield. The idea is to streamline what’s required to create custom ads for clients and then track how players “engage” with the ads. “Advertisers can now collaborate with EA in a privacy-safe way to improve targeting and gain deeper campaign insights,” the company wrote last month. “EA ensures ads are viewable, delivered to real audiences, and measured using industry-accredited standards in partnership with Integral Ad Science.”

That sure is a lot of people who would probably like to be able to purchase reasonably priced PC hardware.

Just another form of vendor lock-in. If your business model is mostly/entirely dependent on an external party, that should be a well understood risk.