Take-Two Interactive and Double Fusion are partnering to bring in ads in Take-Two's games, the next installment of GTA apparently among them. GameSpy quotes Paul Eibeler from TTI:
"It's not just about shipping one box and then waiting for a sequel, but keeping that product alive in the marketplace. There is a tremendous amount of research that shows that anything in terms of downloadable content increases the box sales. So we will take our biggest brand (GTA) and have episodic content available in the marketplace. It's a way we are approaching games to maximize our revenue as we look into the next cycle."