Microsoft's just announced that a number of forthcoming Xbox 360 titles will operate a free-to-play model, once you stump up for an Xbox Live Gold subscription, at least.
There are several ways the firm could bankroll this approach, all equally liable to spark internet catfights.
The obvious one's micro-transactions, with weapons and gear available for a tiny fee (thus, some would argue, sacrificing balancing to the players with the fattest wallets). Another is in-game advertising.
Detractors claim that letting third parties plug their goods within your fiction is creative suicide, that the player's suspension of disbelief won't survive the intrusion of a real-world brand.
But seriously, guys - what's the worst that can happen? Well, let's find out.
The Elder Scrolls 5: Skyrim
Something is rotten in the state of Skyrim.
All the books you find consist of 60 full-page Nike promotions and ten pages of actual content.
When you rotate them on the inventory screen, dozens of scratch cards fall out. And Lydia is apparently no longer sworn to carry your burdens - she suggests you use FedEx instead. You ask her why her default attack is now flaying people with her hair in slow motion. She only shrugs and says "Because I'm worth it".
Battlefield 3
In a breakthrough overhaul of the famed Battlelog social networking service, you'll now get pop-in Twitter notification from both British Army recruiters and soldiers engaged in real-life combat.
Thrill as somebody butts in on your tank rampage to sternly enquire "what, precisely, you'll be doing while Johnny Terrorist rapes our womenfolk in their beds"! Rejoice at the opportunity to eavesdrop on the final moments of the genuinely fatally injured! They'll be all like: "tell Diana I love her".
And you'll be all like: "Dude, learn to camp. #streak"
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