Microsoft-owned in-game advertising firm Massive Incorporated has secured new agreements to bring in-game ads to a number of titles on the Xbox 360 this fall/holiday period. Some of the most notable titles include Activision's upcoming Guitar Hero 5, DJ Hero and Band Hero, as well as Activision's new racer Blur and its skateboarding title Tony Hawk: Ride.
The company also renewed advertising deals with Electronic Arts so it can serve ads in Fight Night Round 4, Madden NFL 10, NBA Live 10, and NHL 10. Massive claims that the company has "negotiated better ad placements" in several titles, including Madden and Tony Hawk. And as researchers have shown, placement of in-game ads is a crucial factor in just how effective they will be for brands.
With the EA and Activision titles now in Massive's advertising network, the company says its network now reaches over 40 million gamers. Massive GM JJ Richards is of course quite bullish about the opportunities his network provides marketers. “Advertisers covet the fall television season for the opportunities the networks' prime-time lineups give brands to reach their target audiences,” he wrote on his blog. “What many advertisers may not know is this fall (and winter) there [will be] a host of chart toppers that will help them engage the highly coveted male 18-34 demographic in a more efficient and less interruptive manner than traditional TV ads.”
[Thanks to MediaWeek]
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