We respect any contempt for exploitive advertising that negatively effects the integrity or the quality of the game because we, as hardcore gamers, share that same contempt. If anything, that's a big understatement. I'll say it again: We hate exploitive advertising that doesn't offer value to the gamer.

We partnered with Double Fusion because we believe they approach this kind of thing with the right attitude and because we wanted to be in control of these kinds of decisions for some of our games. It is important for us to ensure that we're able to keep our artistic interests in mind and that our gamer customers' interests are cared for.

As of this post we haven't committed to any particular in-game advertising for any of our upcoming titles (including Hell's Highway, Aliens: Colonial Marines, and Borderlands). What we've done is to enable Double Fusion to connect us with opportunities. If this leads to anything, we intend for the results to bring you advantages that can increase the quality of our games, including improved authenticity, increased budgets, or out-of-game promotion that helps attract more gamers.