Gamers in 5 years: "I don't mind ads in $90 AAA games as long as they're only in menus and loading screens, but mid-gameplay? That's too far."
Gamers in 10 years: "I don't mind ad breaks in $120 AAA games as long as they don't take longer than 3 minutes, but 5 minutes of ads per 10-minute match? That's too far."