From December 11th, Capcom will be showing adverts in Street Fighter V.
Announced in a blog post by the brand's social media and community manager Andy Wong, this marketing is optional but will be trying to push costumes, bundles, and its esports branch, the Capcom Pro Tour.
As an incentive to try ensure that users keep these ads enabled, they will receive extra in-game currency from matches as a result of agreeing to see advertisements.
Users can also choose where ads appear in the options, with the ability to see marketing on the loading and stage intro screens and costume ads during the games themselves.
No doubt this is a precursor to third-parties being able to advertise in the game, depending on how this initiative for Capcom's own marketing goes.
It's also likely that there is going to be some pushback from the game's audience, especially with Capcom being something of a target for vitriol given its past business decisions.
Street Fighter V launched in February 2016, with Capcom saying that the game had sold 2.5m copies as of the end of 2017.