So it looks like NCSoft will work with Double Fusion to get advertising into their MMO, City of Heroes, starting from around this summer on. The cool part is, according to NCSoft, there will be a 'free' option to turn ads off.
Furthermore, NCSoft makes a pretty big promise which will be interesting to track and study.
"[...]we are extremely protective of our City of Heroes game experience. Only contextually relevant ads or branding that the development team approves will go into the game. We will be very careful not to break the immersion and feel of Paragon City or the Rogue Isles. Additionally, we are a Teen rated game by the ESRB (Entertainment Software Ratings Board) and we will not be displaying any "mature" ad content like alcohol, tobacco, etc."
Guess we need to wait and find out whether all that is just PR talk or they'll actually make an effort to keep people from turning ads off within 10 seconds. Still, bonus points for the way they're introducing the initiative to the audience :)
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