Activision and Massive Agree to Multiyear, Multititle In-Game Advertising Partnership
subsidiary of Microsoft Corp. and a leading network for video game
advertising, and Activision Publishing Inc., one of the world’s premier game
publishers, today announced a multiyear, multititle agreement to deliver
dynamic in-game advertising into titles on Xbox 360 and PC platforms.
Activision’s powerhouse franchises “Guitar Hero: World Tour” and “
Activision and Massive have successfully worked together on “Guitar Hero III:
Legends of Rock” and “
campaigns with more than 225 advertisers.
“We’ve worked with Massive to create and place relevant ads in ‘Guitar
Hero,’ and we’ve seen great results,” said
Silverstein and Partners, agency of record for the California Milk Processor
Board. “The youth demographic is harder and harder to reach through
traditional media, so this combination of Massive’s network and Activision’s
enormously popular titles allow us to reach millions of young adults when they
are active and engaged.”
“Activision creates some of the best content in the gaming industry,” said
JJ Richards, general manager of platform services for the Advertiser and
Publisher Solutions Group at Microsoft. “With so many amazing titles added to
the Massive network on a multiyear basis, advertisers are better able than
ever before to plan in-game advertising alongside other forms of media. This
partnership further establishes the Massive network as the medium for
advertisers to reach their desired audience.”
“Our partnership with Massive has been successful over the last two years.
This long-term partnership allows us to continue to deliver dynamic in-game
advertising to the immensely popular Xbox 360 platform as well as the PC,”
incorporating dynamic in-game advertising in our titles where it is
appropriate, we can increase the realism of our games by presenting consumers
with authentic environments in genuine settings, while also expanding a key
growth opportunity for the company.”
Additional game titles and franchises in this deal include
“Transformers: Revenge of the Fallen” and AMAX Racing.
About Massive Inc.
Massive Inc., a wholly owned subsidiary of Microsoft Corp., is the creator
of a leading network for dynamic video game advertising. The Massive network
offers advertisers the ability to engage an aggregated gaming audience in real
time across multiple platforms. Over 300 blue-chip advertisers have run
campaigns across the Massive network throughout
Publishers in the Massive network generate revenue through dynamic in-game
advertising, enabling them to fully realize the value of their content while
preserving and enhancing the game experience. Massive’s technology allows for
downloadable media and advertising content to be contextually integrated into
the game environment, including image, audio, video and game object formats.
More information can be found online at http://www.massiveincorporated.com.
About Activision Blizzard, Inc.
worldwide pure-play online and console game publisher with leading market
positions across all categories of the rapidly growing interactive
entertainment software industry.
Activision Blizzard maintains operations in the U.S.,
products can be found on the company’s website,
About Microsoft Advertising
Microsoft Advertising provides world-class advertising tools and solutions
for digital advertisers and publishers to drive brand and consumer engagement.
The portfolio includes all of Microsoft’s digital advertising businesses: its
global media network that includes MSN, Windows Live, Office Live, Xbox LIVE,
Live Search, Facebook and more, and its global technology platforms and tools
that include Atlas, AdECN, adCenter, DRIVEpm, Massive and ScreenTonic, which
together create engaging digital advertising experiences for their consumers.
Microsoft Advertising helps make buying and selling media simple, smart and
cost-effective across media and devices in the Microsoft network of properties
and beyond, which spans 42 markets globally and 21 languages. Visit
http://advertising.microsoft.com for more information.
Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in
software, services and solutions that help people and businesses realize their
SOURCE Massive Inc.