azuredrake writes "NCSoft's City of Heroes has just announced that in-game ads are being added to the game, provided by an advertising firm Double Fusion. However, unlike in many games, the ads being brought to CoH have been defined as 'always optional'. The publishers see the ads as a purely additional revenue stream, not as something that will ever allow advertisers to affect game content. Commentary is available at Gamasutra. Is making advertisement volunteer-based a viable way to get around cynicism? The tone of these ads seems to be 'check them out to help the game'. Are there any sites or services in which you'd voluntarily look at ads to lend a hand? "