One of the key monetisation trends over the past 12 months, has been the growing value of in-game advertising.
Ignored by many due to the perceived bad user experience provided by banner ads, the rise of native advertising, incentivised video ads and now brand advertising is changing opinions.
Even one-time advertising rejectees like Gameloft are now embracing the new revenues.
Old dog, new tricks
For example, during its most recent quarter, it generated $57.5 million from adverts - that's around 30 percent of all its Q4 revenue.
And the amount (at least for Zynga) is growing fast.
Q4 advertising revenues were up 55 percent quarter-on-quarter and up 139 percent year-on-year.
Across the entire 2014 financial year, Zynga generated $153 million; or around 20 percent of all revenue.