EA’s Riccitiello threatens increased in-game advertising

EA CEO John Riccitiello has painted an alarming picture of the future in an Ad Age Conference keynote speech, suggesting to assembled advertisers that the games industry is ripe for a bombardment.
“People don’t really do anything else when they’re playing games, they’re focused on it,” Riccitiello told the audience, providing a contrasting picture to the regular TV or Internet user. “Multitasking is almost nonexistent while gaming.”
He also explained that in-game advertising did not have to mean blatant product placement, but could instead happen in pre or post match lobbies. “Today’s consumer is very much expecting advertising,” the EA CEO claimed. Perhaps in the same way that people also expect the inevitability of death.
A look at EA’s accounts may provide the answer to why Riccitiello is courting the advertising industry so closely. Since his appointment as EA CEO in 2007, the company has posted annual net losses of $454 million USD (2008,) $1.09 billion USD (2009,) and $677 million USD (2010.)