After saying that the complicated gameplay in modern video games are forcing the casual gamers to leave the gaming world, Nolan Bushnell has now stated that the new hype for In-Game advertisement is blunt and doesn't leave the impact on gamers as other advertisements do.

“In-game advertising is much, much more [in your face] advertising and is more like a billboard. I don’t believe those kinds of ads are very effective. In a game, if you’re not riveted on the objectives, you’re going to lose,” was father's of Video Games comment on MTV's Multiplayer blog.

Nowadays not only IT companies tend to advertise themselves in video games, but more and more companies from other spheres start to advertise their products. One of the most recent ones is Axe effect in Tom Clancy’s: Rainbow Six Vegas.