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In-Game advertising gained a lot of traction when President Elect Barack Obama decided to use the medium to spread his message of change. Ever since than although VCs have recently started pouring in money into online video gaming advertising, Strauss Zelnick CEO of Take-Two tells Reuters not to expect anything from in-game advertising not now, not any time soon:

“I have been saying ever since we took over Take Two that I thought in-game advertising was a very limited opportunity that applied mostly to the sports business, and I remain of that belief,” he said. “It’s a detail. It exists, it can be profitable, we’d be happy to have it. It’s just not going to move the dial.”