If you’re a gamer, you’ve read about Valve vs. Subway, Engage, et al. and ads in Counter-Strike. Is Valve really upset? It’s all a bluff.
How did CS originate in the first place? Through consumer mods that were so popular, they commercialized it. Hmmm, sounds like the story of Red Hat and Linux. With all the talk about violating the EULA via commercialization – of course it’s OK, as long as Valve gets a piece of the action.
It’s part of a trend that Forrester calls "Consumer-Focused Innovation" where "consumers play an active role in process redesign, product development strategies, and new channel development." Outside of software and CPG, you see this in automotive as well. Aftermarket mods are being pulled forward and offered as options on new cars.
It would be great to see what happens with in-game WOM advertising – I’d hate to be on the wrong end of that transaction.