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A lot of people say, "I'm ok with it if it reduces the price of the game," but I haven't heard a single game company offering this as a motivation. No one has said, "Our development costs are rising, so to offset the load of this on the consumer, we're going to start offering a version of the game with advertising that costs less." No, all of the game developer community discussion has been surrounding whether or not gamers would accept the advertising. This is only a supplemental revenue stream which will degrade gaming experience without offering anything back to us, the gamers.
I think they under-estimate the willpower of the up and coming generation to avoid advertising though. It won't be long at all until someone has an adblock-style product for gaming. Perhaps it locks games processes down to certain ports (only the ports necessary for online play). If they deliver advertising over those ports, then expect it to modify the process memory at run-time to purge advertisements. Now that is a service I would pay for.
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