Christopher Heine  Tribal DDB CEO Calls 'B.S.' on Gaming Ads
  |  April 16, 2012   |  Comments  paul-gunningTribal DDB
Worldwide CEO Paul Gunning has been testing in-game advertising
for clients like McDonald's, Gatorade, and State Farm for 12
years, and these days he's lamenting a niche that refuses to
grow up even though its users have.  "Opportunities that exist
in gaming are [B.S.]," he said, speaking in a phone interview
with ClickZ. "They are background images."  Gunning lays quite a
bit of the blame at the feet of platform companies like Zynga,
Electronic Arts and Activision.  "Advertising is [B.S.] to
them," he said. "Is Zynga really just selling advertising
because they're now public and they got to squeeze every dime
they can for Wall Street? Does EA senior management even know
they have advertising? They couldn't even tell you who runs it
or how much money it makes since it's small compared to what
their game titles make them."  The monetization opportunities
currently lost are epic, Gunning sugge