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Blizzard assures gamers over StarCraft II in-game ads

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Blizzard has issued a statement saying StarCraft II isn't going to have in-game ads in it after Activision CEO Bobby Kotick said the game could be a potential test-bed for the emergent marketing method.

"We have no plans to have in-game advertising in StarCraft II," Blizzard said here. "We believe Bobby was actually referring to Battle.net, which has always included ads."

Kotick mentioned in-game ads in reference to StarCraft II in the same speech in which he talked about a Call of Duty MMO.

"On the Blizzard side, [we need to] really be figuring out things like the StarCraft business model for the future, with in-game advertising and sponsorship, [which have] really not been something that has moved the dial for anybody in the videogame industry, but that we think presents tremendous opportunity for the future," he said at the Morgan Stanley Technology Conference.

"[Blizzard] has been thinking about how StarCraft, because it is a short-session experience, can actually be the model for in-game advertising and sponsorship and tournament play and ladder play for the future."

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Patrick Garratt

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Patrick Garratt is a games media legend - and not just by reputation. He was named as such in the UK's 'Games Media Awards', the equivalent of a lifetime achievement award. After garnering experience on countless gaming magazines, he joined Eurogamer and later split from that brand to create VG247, putting the site on the map with fast, 24-hour a day coverage, and assembling the site's earliest editorial teams. He retired from VG247, and the games industry, in 2017.

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