It's not uncommon for game industry icons to express their preferences for or against something. This time around, it's American electrical engineer and entrepreneur Nolan Bushnell. Simply put, Bushnell believes that typical in-game advertising doesn't work. More on his opinion in the full article after the jump.

Maria Sharapova is excited about Top Spin 3, but how about the fans? Perhaps in effort to haul in those reeling from Top Spin 2's mixed reception, 2K Sports launched an official web presence for the next tennis simulation for the Xbox 360, PlayStation 3, Wii, and DS. But there's also the inclusion of dynamic content from Double Fusion, a more fluid control response and feel, plus rosters to whet the appetite of the average tennis fan. But what's in store on the site itself?

Let's face it: in-game advertising is all around us, and it appears to be here to stay. Exactly how is the market view evolving, and what should the industry do about it? Double Fusion Chief Executive Jon Epstein took the time to answer those questions in a recent interview.  More on that after the jump.

Some gamers may find in-game advertisements to be nothing more than shameless plugs, while others still believe it's necessary.

In the Independent Game Conference in Austin, Gordon Bellamy goes into the subject a bit more and discusses how advertising could benefit not only the company who does the advertising, but also the game itself. He also explains why Doritos can't go multiplatform. Find out why in the full article.

Don't look now but those pesky commercials are about to really invade video games. Double Fusion just got US$ 26 million from its investors. All that money will go to the company's plan  for more aggressive in-game advert sing. Turns out in-game advertising offers new ways for product peddlers to get the money in your pockets. Serves you right for tuning out TV and radio.

"Videogames are providing a new advertising vehicle that...delivers a highly engaged audience... [and] changes the way consumers....interact with brands," said Double Fusion. "Advertising... creates new business models for game companies.... continue to accelerate the growth of the gaming audience."

Oh, its for your own good after all.