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EA: The days of in-game ads are over, virtual goods have taken off ‘really fast’

“We actually aren’t getting much from ad revenue at all. The in-game advertising business hasn’t grown as fast as people expected it to. If you think about how fast the virtual goods business has grown in the last year or so, it’s been much quicker and become a much more reliable source of revenue… we thought we’d do in-game advertising and virtual goods sales [for Battlefield Heroes], and one of those took off really fast and the other hasn’t really taken off at all… I’m not convinced that we’ll have billboards in games and things like that. Maybe those days are over,” – Ben Cousins, EA free-to-play division general manager

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