http://arstechnica.com/news.ars/post/20080121-ea-revamps-battlefield-with-free-ad-supported-online-title.html
"PC gaming is a business where it is becoming increasingly hard to make a dollar. The rise of consoles, the threat of piracy, and the ever-increasing cost of development all lead to an environment that doesn't welcome innovation or, for that matter, profit. EA is beginning a new approach with the upcoming Battlefield Heroes, a cartoonish and lighthearted take on its popular Battlefield series of war games. The catch? The game will be released for free and will support itself through in-game advertising and microtransactions.
"[Ads] wouldn't work inside the fictional world. Instead, adverts will appear on the website and the 'front-end' of the game," Ben Cousins, the senior producer at DICE, told BBC News."
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