Pretty much every time we hear about a game launching in-game advertising it sounds like a horrible idea that will only serve to detract from the experience. However JJ Richards of Massive wants you to give it a chance, claiming that if done correctly it can not only work, but actually enhance the overall experience. "In fact, according to Massive's research, gamers like ads. Here's the caveat: they have to add to the gaming experience. He describes a game that takes place in Times Square. With no ads, it's not real at all. With generic ads, it's a little better. 'Now imagine Times Square with ads you just saw on television or read in a newspaper—the latest movie release or television show or a new car model,' he said. 'Imagine further that it is up-to-the-minute, whether you played your game today or six months from now. That is much more realistic.' His argument is that gamers consume the experience of ads, not just the ads themselves. 'The ads add to and enhance that experience, and our research shows that it is highly effective for both game play as well as advertisers.'"