A soft ad market could bring their annual shortfall as high as $100 million.

That works out to about 3 percent of the total ad market, according to Jupiter.

"The ad market for those games is strong, very saleable" he said.

Now, with the ad market even weaker, it has become that much harder to raise revenue and justify the purchase of the service.

As for the ad market, he has no qualms.

A pretty good deal by the current standards of the ad market.

"When the ad market went south, it broke down the solidarity the industry had around banners."

And for the agency, the point of the game is quite serious: new billings in a stagnant ad market.

When those extra magazines close, he said, they stop diluting the ad market for the survivors.

Still, at least two analysts said that softness in the ad market was already factored into the stock.