Take-Two boss says he's not interested in putting ads into premium games: 'It would seem unfair'

Industry analyst Matthew Ball, who recently released a "State of Videogaming in 2026" report saying games are "losing the attention war," also predicted that in-game advertising will become more prominent in PC and console games, as developers and publishers seek out new revenue streams. He reiterated that point in a subsequent interview with The Game Business:

"2K said last year that two and a half billion games of NBA 2K are played a year. I don’t know what 2K is thinking, but EA has teams working on ad deployments.