The statement popped out during an interview with on the recent Blizzard-Activision merger:

"On the Blizzard side, [we need to] really be figuring out things like the StarCraft business model for the future, with in-game advertising and sponsorship, [which have] really not been something that has moved the dial for anybody in the videogame industry, but that we think presents tremendous opportunity for the future.

"[Blizzard] has been thinking about how StarCraft, because it is a short-session experience, can actually be the model for in-game advertising and sponsorship and tournament play and ladder play for the future."

So there you have it. Nothing has been nailed down for the time being (or that’s just what Kotick wants everyone to believe), but be prepared to ally yourselves with other players in a desperate fight against the Banner race. Or the Pop-up people, who keep popping out no matter how many troops you’ve sent against them.