In-game ads not effective enough?

"I think a lot of the perception out there - the rest of the state of the market - thinks the advertising opportunity is in in-game advertising," he said during the annual Wedbush Morgan Securities Management Access Conference.

"And in-game advertising - Wild Tangent has patents on it, we did it very early on, we have a lot of in game ads, we sell them - is not a very effective way because you've got to plumb the game, you've got an unproven method of measuring the value of that ad, that unit is not trackable..."

In retrospect, St John says that it is a huge mistake to ever interrupt a game while somebody is playing it. He is no longer thinks injecting ads into console games is a "bright idea or where the market opportunity is."

"I have to say - after brilliantly pioneering the space and being a huge advocate of it - we've actually shifted models to one that works a hell of a lot better and is remarkably simple," St John remarked.

That model is advertising supporting gaming on a per play basis, where users decide if they want to spent their own money or have a company such as Coca Cola pay for their session for them.