He saw the opportunity over 15 years ago for the game makers to build in the billboards and trackside media space along side of the race tracks and roads, and then charge Coca Cola, Pepsi, Ford, or whoever to put their ads on them.
And update and change the ads when new things came up or new advertisers were signed on.
Everybody thought he was mad, but he worked on it for 10 years and developed the plugins to do it.
He sold it to Microsoft for $70m a few years ago.
Cheers,
John K
