Dune: Awakening Creative Director Says Funcom Won’t Add In-Game Ads Despite Pioneering Them in 2001

Dune: Awakening will not feature in-game advertising despite Funcom having experimented with the business model more than two decades ago. Funcom Chief Creative Officer Joel Bylos discussed the possibility of advertising and the studio’s broader approach to monetization as the survival RPG expands beyond PC.

Speaking with GamesIndustry.biz, Bylos explained that Funcom had already explored in-game advertising in Anarchy Online, its 2001 sci-fi MMO. The system allowed real-world companies to purchase advertising space that appeared as futuristic banners within the game world.

“We wouldn’t do that in Dune,”

Bylos said, while noting that Funcom had “pioneered” the approach in Anarchy Online.

Dune: Awakening Won’t Follow Funcom’s Advertising Experiment

Bylos explained that advertising made sense for Anarchy Online because of its futuristic urban setting. The banners could naturally exist within the game’s environment without significantly affecting the player experience.

However, he does not expect the same model to be brought into Dune: Awakening. Bylos noted that business models across the games industry have changed significantly, making it difficult to predict which monetization strategies will become standard next.

The comments come as Dune: Awakening moves into its next phase following its September 2026 console launch. The game is now available on PlayStation 5 and Xbox Series X|S, with its console release accompanied by a full single-player mode, customizable difficulty settings and the conclusion of its first major story arc.

Although advertising is off the table for Dune: Awakening, Bylos suggested that Funcom could continue adjusting the game’s monetization approach. He pointed to Conan Exiles, where the studio eventually moved away from its battle pass system while retaining an in-game store.

“I assume Dune will follow a similar thing,”

Bylos said, while stressing that Funcom will watch industry trends before deciding what makes sense.

The studio is also focused heavily on supporting Dune: Awakening. Bylos said the majority of Funcom’s workforce will remain dedicated to the survival RPG “for quite a while,” while a smaller group considers what could come next.