Shack: Recently, EA announce that, among other games, Battlefield 2142 will include in-game advertising. This seems like kind of an odd thing, given that the game is so far in the future. What steps are being taken there?

Kristoffer Bergqvist: The biggest issue for me is that the ads should not take you out of the game in any way. So, you won't see a pop-up ad or something. We have things like in-game [billboards], and they're very much in the art style of what Battlefield 2142 is, they're dirty and they fit with the world. We also have control of what ads are sent out, so of course we're going to try to have things that are appropriate with the game world.