This is all well and good, but how would in-game advertising work for non-contemporay games? Sure, I can see how it might not be too intrusive in sports, racing or contemporary FPS titles, but what about fantasy or science fiction games (for example)? Isn't it inevitably going to see distracting and obtrusive to shoehorn ads into these types of games? Will publishers be less willing to greenlight games that, due to their nature, are incompatible with in-game advertising?