id Software's free to play version of Quake 3, formerly known as Quake Zero, has now been renamed to Quake Live. The financial model for this one is interesting. How does a new game make money that is free to play?

It's called in-game advertising. Enter IGA Worldwide who has announced a partnership with id Software and is in charge of transforming the killing fields into a shopping mall. While in-game advertising isn't anything new, the fact that the game will be available for free does raise some interesting questions.

With the price of games rising, would you agree to watch a commercial every time you load a game if the price of games dropped to $39.99?

While there is no set date yet for Quake Live, you can sign up to be in the beta over at QuakeLive.com