"Paying $60 upfront for a full game is a huge commitment. Very few games can sell millions of copies at that level. And consumers at this point in time have a resistance to even very small payments like 99 cents because there’s tons of free content out there, because we all struggle with assessing the value of the experience we’re going to get and because of the hassles associated with making payments on the Internet. With ads, we get you started right away, let you enjoy the product, so long as you can suffer the occasional ad."
Tim Sweeney, one of the smartest people in gaming, expressed concern at the cost of making hardcore, visually stunning games for new platforms. “Budgets are always going to continue marching upwards," he said. "We are hoping costs at the start of the next generation to only be double the cost of the start of the previous generation."