Why isn't there more advertising or product placement in games?

[Kerotan]

Here's another example.

Splatoon. This in Japan caters to a really focused demographic. Kids. Obviously all ages play it but the majority are kids. This is the perfect advertising platform for a company targeting this demographic.

A fast food company, or a soft drink company or a kids clothing / shoe company. They could sponsor an event, they could get adverts on billboards, banners or advertising boards. The shoe company could have thr characters wearing their shoes. So much potential.

I can't believe this medium hasn't expanded more. Publishers like money and companies like new and effective ways to advertise.

Some brought up the issue of contracts expiring. But can't they do it like in the movies? Paid product placement given a lifetime licence. So if coca cola have their drink in gta or Nike have their shoes in splatoon they're there for life. Just like a car is in a film for life.

Or they can have an expiry date on the billboard adverts. When the time limit is up they automatically revert back to a standard made up ad. Unless another company pays again and it gets patched in.

Maybe the adverts could just be streamed? So they're not actually on your disc. Another solution.