Mark Darrah has suggested that video game publishers consider product placement as a funding model similar to that used in films.
Former BioWare executive producer Mark Darrah argued on his YouTube channel that product placement could offer a sustainable alternative to live service models for funding games. He noted that the live-action Smurfs movie paid for itself entirely through product placement, resulting in zero production costs after sales of placements. Darrah, who worked on Anthem and Dragon Age titles, said the approach avoids shifting focus from all players to those generating revenue through microtransactions.