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Microsoft to Acquire Massive In-Game Ads Firm

by Chris Remo, May 04, 2006 3:48pm PDT

Confirming recent rumors, Microsoft today stated that it will indeed be purchasing major in-game advertising firm Massive Inc. The announcement was made at the MSN Strategic Action Summit. As well as ads existing within game worlds, Microsoft's major online gaming services, including Xbox Live and MSN Games, will be integrated with Massive's advertising network. In-game advertising has been a major topic of discussion in the marketing world recently, as game-playing audiences have moved away from traditional advertising venues such as television and are spending more time with video games. Microsoft claims that the in-game advertising it develops with Massive will be carefully screened to maintain the immersiveness of games in which it is used, rather than detracting from gameplay. This purchase is the latest development in a working relationship the two companies have maintained for over a year.

The acquisition of Massive broadens Microsoft's commitment to providing advertisers with a highly effective means of reaching specific demographic groups of consumers in the rapidly growing and interactive medium of online gaming.

"Advertisers are having a tough time connecting with the elusive 18- to 34-year-old male demographic because this group continues to spend less time watching TV and more time playing video games," said Joanne Bradford, corporate vice president of Global Sales and Marketing and chief media revenue officer at Microsoft. "Massive and Microsoft can help lead with our shared vision of delivering more targeted, measurable and effective opportunities for advertisers to reach today's youth audience in a largely untapped market."

Massive has also partnered with many other major game publishers, including Atari, Codemasters, Eidos, Funcom, Legacy Interactive, Majesco, Take-2, Ubisoft, and Vivendi Universal. Most of these publisher also release titles on non-Microsoft platforms. Comapany CEO Mitchell Davis stated that current business relationships will remain in place despite the acquisition. This announcements comes in close proximity to the opening of adCenter, Microsoft's new service integrating advertising with MSN Search. The program is intended to compete with Google's successful advertising programs. It is unclear if Massive is directly related to adCenter, or if they are both simply part of a larger push from Microsoft to gain a foothold in advertising opportunities across various platforms.




Comments

21 Threads | 61 Comments











  • Hey guys, what's going on?!? There's about 30 responses so far and I don't see any advertising sympathisers.


    You know the dipshit fools who say something like this


    "Advertising is everywhere deal with it!" No!
    or
    "Who cares, just don't play those games" wait till every fucking game has it then what?
    or
    "So what as long as it's relevant to the game" bullshit! You'll see them stretch the relevance of the advertising to the game quick smart, or making much much more modern themed games.
    or
    "I don't care myself as long as it makes the game cheaper or it's not TOO intrusive it doesn't bother me, hell it could be good"
    LOL, NO! - When Hollywood can't make movies without blatent advertising, how will the immature, smaller, tighter budgeted game industry do it so cleverly?! EH?



    Advertising in games is fucked, no really - I'm not just saying "fucked" casually, I mean it's _FUCKED_

    We play games to escape the world, same with books.
    I wouldn't want to read fucking a goddamn book set in 2150 or somethnig and every third page there's a line which says "drink coke" at the bottom.

    The second I see advertising, my suspension is disbeleif is SHATTERED - it's like someone throwing a bucket of cold water on me, waking me up out of the (hopefully good) trance like relaxed state I'm in, enjoying this alternate world set before me.

    Look how poorly the Xbox was put in The Island (so I hear)
    Look at Minority report, HOW UR LEXUS, HOW UR NOKIA?
    Look at the Sopranos (sigh) - I can distinctively recall most of the bad advertising in that show.
    Season 2 or 3, Chris gives someone a laptop at a wedding, Compaq on the side clearly visible "this got reviewed really well, here you go!"
    Season 6, Carmella's new Porsche
    Season 5, Start of the season or start of last episode, I can't recall - someone is sitting around discussing those new whirlpool washing machines they got, "5 star and all" or some shit - it's so badly done.


    Look at GTA - they have fake advertising - the game is one of the few where advertising is totally possibly "right" - but they put in these awesome comedy ads - it's fucking great and ADDS to the game

    and even if it IS the best game for advertising, if they did add advertising to the game(s) the problem is they might get like 5 or 10 advertisers and their ads would stick out like a sore thumb or be put in more prominently.


    I am totally and utterly fine with "this game was brought to you by coke" before the game - it'd bug me a little but as long as it's not IN my game fine - but once it's in there I WILL download mods to remove the ads.