Activision CEO: StarCraft 2 Can Be 'Model' for In-game Advertising (Updated)

Update: Blizzard has clarified that, as expected, only the Battle.net component of StarCraft II will contain advertising.

"We have no plans to have in-game advertising in StarCraft II," the company told Blizzplanet. "We believe Bobby was actually referring to Battle.net, which has always included ads."

Original Story: With the merger between publisher Activision and Blizzard parent Vivendi Games closing in, Activision CEO Robert Kotick has briefly mentioned his company's plans for maximizing profit from Blizzard's upcoming PC strategy sequel StarCraft II.

"On the Blizzard side, [we need to] really be figuring out things like the StarCraft business model for the future, with in-game advertising and sponsorship, [which have] really not been something that has moved the dial for anybody in the videogame industry, but that we think presents tremendous opportunity for the future," said Kotick, according to Next-Gen.

"[Blizzard] has been thinking about how StarCraft, because it is a short-session experience, can actually be the model for in-game advertising and sponsorship and tournament play and ladder play for the future."

As in the case of EA DICE's Battlefield Heroes, it is likely that any in-game advertising developed for StarCraft II will be relegated to its gaming portal, rather than showing up directly inside a match.

Blizzard's matchmaking service Battle.net already features a banner ad, and the company has stated that the service will be redesigned to coincide with the release of StarCraft II.