New York, NY - December 04, 2008 - Massive Inc., a wholly owned 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 “James Bond: Quantum of Solace” are among the 18 titles included in the deal.
Activision and Massive have successfully worked together on “Guitar Hero III: Legends of Rock” and “Tony Hawk’s Proving Ground,” running more than 330 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 Stephanie Charlebois of Goodby, 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,” said Dave Anderson, head of business development at Activision Publishing. “By 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 Tony Hawk, “Transformers: Revenge of the Fallen” and AMAX Racing.
All information contained in this news post comes directly from a press release sent out by Activision.
