Massive In Game Advertising Deal
By Azam on November 24, 2008
Massive, the in game advertising firm purchased by Microsoft singed an exclusive deal to provide advertising to THQ for in game ads for THQ’s Xbox 360 and PC games. The multi year and game property validates Massive business model and the opportunity for game publishers to increase advertising revenues. The advertising potential for game industry is expected to grow significantly as gaming becoming increasingly more interesting form of media consumption and as advertising seeking to reach a growing audience in gaming. The move in adverting gaming will rapidly increase as the industry is moving more online and users are inter connected with massive online, multiplayer games as increasing popular with gamers.
Gaming is a fast growing industry that rivals Hollywood in reach media with a growing audience interested in a more interactive form of entertainment. The budgets in game industry are just as large as their rivals in the film world. As result, a larger number of advertisers are interested in reach the target audience of users that are gamers. An example, Obama was the first presidential candidate to advertise in a game.
Massive was an early pioneer in the in game advertising model allowing game developers to use tools to place ads in their gaming environment. The ads are more realistic and part of the overall well integrated into gaming environment without being overtly obtrusive. The model was based on the similar to ion placement ads in TV and film where they become subtle but effective form of advertising. Also, Massive will be able to dynamically place ads into games that are connected online environment.
While the deal is exclusive for Massive for THQ’s in game ad partner for the PC and Xbox360 games, THQ is free to use other advertising partners for ads on Sony Play Station 3 and other consol and platforms.
About Massive
Massive has a network of more than 300 advertisers that appear in games from industry players such as Electronic Arts among others. Massive was acquired by Microsoft in 2006 in the range of $200 to $400M for the in gaming advertising platform. Massive has plenty of competition as the growing industry is becoming increasingly attractive: Double Fusion, IGA Worldwide, NeoEdge Networks and Google’s AdSense for Games.
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VentureBeat THQ Signs Massive for in-game advertising
Tags : Double Fusion, Google, Google AdSense, IGA Worldwide, In Game Advertising, Massive, Microsoft, NeoEdge Networks, Obama, THQ, Xbox 360