Aren't in-game ads old news? Sports and racing games have had them in the past. Even a shooter game like Quake Live had them for a time. And they're all over mo

Aren't in-game ads old news? Sports and racing games have had them in the past. Even a shooter game like Quake Live had them for a time. And they're all over mobile games. The article makes reference to "next generation of in-game ads" but doesn't elaborate what "next generation" means. I'll play devils advocate and say in-game ads aren't terrible if they're in the background and aren't immersion breaking, for example if I were playing a racing game and drove past a Coca Cola billboard I wouldn't be bothered. Without Coca Cola's sponsorship the developers would have invented their own fake product to put on the billboard anyway.