Speaking to a room full of investors, Zelnick said the publisher is testing in-game ads for its sports titles "pretty aggressively".
According to Kotaku, Zelnick said that the idea is to "turn packaged goods partially into a subscription business, and drive some of the volatility out."
"If we can get a good model for episodic content for high quality titles, that should be a pretty profitable business because there are no hard goods associated with it," Zelnick added.
He commented: "You can't pull content out of a console game and the sell it to people later; it's not a good experience," – perhaps a reference to Take Two's recent involvement in its EA buyout saga.
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