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The thing about adverting is games, especially MMOGs is to do it creatively. You throw up a banner and it will be a waste but there are still many ways to do it. Let's use World of Warcraft as an example ....
There are millions and millions of people who play that game and are in no way interested in you or anyone else throwing up advertising in their game that they pay to play.
However if blizzard was to introduce a co-branded item that all of those people wanted for the game, it would be a whole other story. All they want is to enjoy their game. If a company helped them do that by providing them cool new items or features, not many would complain if it was named after another company..
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