In-Game Advertising Coming to Anarchy Online

Swedish company Funcom has signed a deal with Massive, Inc to stream advertising into public areas of Rubi-Ka, the online world within Anarchy Online. Gamespot has the story. The ads are likely a direct result of the recent subscription free business model that the company has adopted for new players. From the article: "As consumers spends less time watching television and more time playing games (as indicated by numerous studies, including one from Nielsen), the game industry is turning its attention to understanding the potential to drive additional revenue from in-game advertising." Are all massive games going to be moving in this direction, or the direction that Guild Wars will take?