Speaking to a group at a Northern Exposure conference, Ed Bartlett of IGA worldwide talked to gamesindustry.biz about in-game advertising. He gave some advice to publishers and developers looking to get into in-game advertising: "Don't fear the gamer.”

“As we all know gamers are notoriously vocal – certainly there's a core demographic who make a lot of noise for their actual size,” adding that “advertising has been happening for years, it's only because we're issuing press releases that it comes to their attention.” He went on to say that "The majority of people are okay with in-game advertising. Research shows that 70 per cent of people actually like in-game advertising because it adds to the realism."

I think he’s got a point. In some cases I don’t think that in-game advertising detracts too much from the experience, especially if it’s used in places where you’d find real-world advertising such as on posters and billboards. Sometimes though, it just feels out of place and I think it’s easy to overdo it sometimes. Based on some of the early leaked shots of Home, I think Sony is going to have to be careful about this one.

You can read the full interview here.

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