GTA 6 Maker Says In-Game Ads in Full-Price Games Are “Unfair” to Players

Take-Two Interactive CEO Strauss Zelnick has voiced strong opposition to in-game advertising, stating that including ads in full-priced games “doesn’t seem fair.” The executive believes that even as advertising is a reasonable business model for free-to-play titles, it’s inappropriate for premium games costing $70 or $80.

Zelnick explained during an interview with The Game Business that he finds it hard to believe the company would consider inserting interstitial ads into a game players have already paid $70 or $80 for, calling it unfair to consumers. While Take-Two’s NBA 2K series does feature in-game advertising, Zelnick clarified that this is done to replicate the authentic NBA arena experience, as advertising is ubiquitous in real-world venues. He emphasized that these ads contribute relatively little to the company’s revenue.

The discussion comes following suggestions from industry analyst Matthew Ball, who proposed that incorporating ads into pause menus or loading screens could be a lucrative opportunity for game studios, potentially allowing publishers to maintain a $70 price point for modern releases. Ball argued that funding needs to be sourced elsewhere to avoid industry layoffs, production cuts, or price increases.

Previous attempts at in-game advertising have met with resistance from players. Electronic Arts faced backlash in 2020 after experimenting with similar practices in EA Sports UFC 4, ultimately leading the company to reconsider. Several attempts to popularize in-game advertising throughout the late 2000s also largely failed. The debate highlights the ongoing tension between monetization strategies and player experience in the gaming industry.

2026 is a pivotal year for Take-Two, with the highly anticipated release of Grand Theft Auto 6 slated for November. Discussions surrounding the game’s pricing and business model continue to be a central topic within the gaming community.

參考資料