Capcom hinted earlier this month it would be adding “sponsored content” to Street Fighter V, which essentially comprises in-game advertisements on costumes, stages, and loading screens. While fans were hoping it was a joke (the game has already reaped plenty from DLC sales), the developer updated the game this week as promised, inciting plenty of ridicule. Luckily, this sponsored content is optional, but it’s a disturbing peek at how advertisements could be presented in future titles. I have this image in my head of Ryu and Ken and Chun-Li and Zangief and all the others sitting in a meeting room, listening to a suited and booted Capcom executive delivering a fancy Microsoft PowerPoint presentation on the "upside opportunity" of wearing adverts on their clothes. "I didn't rip Sagat's chest open for this," Ryu, fist clenched, whispers under his breath. "I WILL CRUSH YOU LIKE CORPORATE WHORE YOU ARE!" screams Zangief, who leaps out of his chair, his enormous arms outstretched.