In-game advertsing has become a thing of controversy the past year or so, to say the least. It was something you expected to see in something like a sports or racing game, much like their real-life counterparts, but beverage advertisements in an online shooter cut deep. Are they really working? Is it true that in-game advertisements are worth the unrest of the players themselves?

Wild Tangent founder and CEO Alex St John no longer believes these adds are effective. To put it into persepctive, Wild Tangent pretty much helped set the standard for in-game advertising.

"I have to say - after brilliantly pioneering the space and being a huge advocate of it - we’ve actually shifted models to one that works a hell of a lot better and is remarkably simple," St John remarked.

GamesIndustry.biz has the rest on the possible future of in-game advertising.