New Xbox Exec Advocates For Something Everyone Hates To Help Save Gaming

Xbox chief strategy officer Matthew Ball believes one way to help revitalize gaming is through something most people do not care for: in-game ads.Speaking to The Game Business, Ball said there exists a "two-sided problem" in the modern gaming space. Development costs for many games are now "way too high," and consumers do not want to pay more. Something has got to give, and one possible solution, as Ball sees it, is through advertising.He cited streaming TV as an example here, saying most of the