Id bossman Todd Hollenshead has explained t' VG247 what the “failure” a the in-game advertising model means for Quake Live. He stated that the closure a ad firm Massive – which MS shut down earlier this year – has caused Id t' rethink: “I mean, smarter people than me be making these estimations. Look at Microsoft. They spent, like, $200 million on the Massive acquisition, 'n they basically shuttered that division in February. So that had ramifications for us, because we used Massive. 'n if that be more successful, that’d have had a significant impact on what Quake Live be.”
It’s not over for the reborn Quake III, however, as Id be now experimenting with subscriptions 'n video-ads: “The game be an entertainment success, so now we have t' figure out how t' make the business model work.” 'n with no hats, how’s a company t' make a profit? Eh?