According to an interview with EA CEO John Riccitiello, analysts predicting in-game advertising as the next booming industry are a little too hopeful. Riccitiello does agree that this facet of the video game market will eventually flourish, but he believes it will be a long time before it gets to the level of expectations that has been created.
"You can't be as bullish as analysts are on in-game advertising and be sane," he said. "In-game ad expectations are wildly high."
Riccitiello's comments come in response to industry insiders such as Bernie Stolar, head of Google's AdSense for games, who recently made a bold prediction that in-game advertising would become a USD billion dollar industry by 2010. Other analysts at the technology research firm Yankee Group, also have speculated the industry of in-game advertising to grow to USD 971 million dollars by 2011.
At the moment, in-game ads account for USD 30 million-a-year business for EA, Riccitiello claims, which is just a tiny fraction of the company's USD 3.1 billion in sales in fiscal 2007. He also claims that EA has been slow to implement more in-game advertising due to the difficulty it has take to develop and program games for the PlayStation 3 and Xbox 360, claiming "the industry needs to 'execute' better to create sufficient room to place ads within games." link: http://www.psu.com/EA-CEO-says-in-game-ad-estimates-widly-optimistic--a0002083-p0.php
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The PlayStation 5 was the best-selling console in Europe with 265,302 units sold for January 2026, according to VGChartz estimates. The PS5 has sold 31.98 million units lifetime.
The Nintendo Switch 2 was the second best-selling console with an estimated 156,900 units sold to bring lifetime sales to 3.75 million units. The Nintendo Switch 1 was the third best-selling console with an estimated 36,063 units sold to bring lifetime sales to 39.64 million units. The Xbox Series X|S came in fourth place with 19,680 units sold to bring its lifetime sales to 8.52 million units.
