If Massive Incorporated has its way, fake in-game ads will soon be a thing of the past. Promising publishers/developers two dollars of extra profit for every game copy sold, and gamers "ultimately more gameplay time per title", Massive allows advertisers to reach that elusive age 18-34 market through in-game advertising. Today we have a Q&A with the people there about their technology, ads breaking immersion, companies they are working with and more.

Shack: Do you expect to place ads in games other than ones that are set in a modern day environment or slightly in the future? Massive Inc: Ads make sense in any game that is set in the 20th century, or in the future. Massive works with advertisers to create ads in a style that is reflective of the era the game is set in. For example, a game set in the 70's will most likely be served ads with a retro look and feel. It's a great creative challenge for advertisers and their agencies, and truly builds the authenticity of the game environment. This goes for games set in the future - the creative look of the ads will reflect whatever the futuristic vision of the game creator decides. It's doubtful that we'll be living in a completely ad-free world several hundred years from now. If history is any indication, there'll be plenty of advertising around to fill our game worlds.