"To extend the life cycle [of Grand Theft Auto IV]...to take that product to the next level, we also have exclusive episodic content that will be available.
In-game advertising is just another area that we think is very, very exciting to take advantage of the type of content that people own...and microtransactions...I'll talk a little about this...
It's not just about shipping one box and then waiting for a sequel, but keeping that product alive in the marketplace. There is a tremendous amount of research that shows that anything in terms of downloadable content increases the box sales. So we will take our biggest brand (GTA) and have episodic content available in the marketplace. It's a way we are approaching games to maximize our revenue as we look into the next cycle.
In-game advertising...we have a tremendous experience base from our sports business where it is a natural part of the gaming experience. Today, we announced a partnership with Double Fusion. Double Fusion brings to us added context with the agencies...with giving us scale with Madison Avenue. So, we think that this is a growing area...one that we will walk before we run...one that we have a lot of experience in the sports side, and then we will move that now to all of our other types of content."

Paul Eibeler здесь говорит, что GTA: IV будет носить обновляемый характер. Тоесть мы сможем догружать новое в игру, что самое приятное, сделанное самими разработчиками. Этот слух прошелся еще месяц назад, мол "только для X-Box 360", а сейчас, по видимому подтверждается... Плюс все тот же Paul Eibeler говорит, что в игре будет реальная реклама, приводя пример успешного рекламирования реальных товаров в спорт-играх.