In-Game Ads For Full-Price Games "Would Seem Unfair," GTA 6 Parent Company Boss Says

Putting in-game ads in full-priced games "would seem unfair," according to Strauss Zelnick, the head of GTA 6 parent company Take-Two.

Speaking to The Game Business, Zelnick said in-game ads for free-to-play titles makes sense based on the business model, but not for $70 or $80 games.

"It's difficult for me to believe that we would want to have interstitial advertising in a game that someone paid 70 or 80 bucks for. It would seem unfair," he said.