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Massive Strikes In-Game Ad Deals With EA, Blizzard, More
Massive Strikes In-Game Ad Deals With EA, Blizzard, More
August 28, 2009 | By Chris Remo

August 28, 2009 | By Chris Remo
More: Console/PC

Microsoft-owned in-game advertising firm Massive, Inc. has signed or renewed several deals with major publishers including Electronic Arts, Activision, THQ, and Blizzard Entertainment to broker in-game ads for the Xbox 360 and PC platforms.

Games that will feature Massive-facilitated ads this year include Activision's DJ Hero, Band Hero, Guitar Hero 5, and the Transformers: Revenge of the Fallen DLC; EA's Madden NFL 10 and Need for Speed Shift; and THQ's UFC 2009 Undisputed.

Massive's agreement with Blizzard positions the firm as the sole advertising provider for, the online Blizzard-only gaming service due for a significant relaunch upon the release of next year's StarCraft II.

The publishers will only be working with Massive for ads within Xbox 360 and PC versions of games, and not those for any other platforms. Several of the games that are part of these deals have already been released, but will see new ads starting in October.

Massive's JJ Richards called in-game ads "more efficient and less interruptive" than traditional television commercials, while being able to reach the male 18-34 year old demographic so coveted by advertisers.

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Theodore Barlas
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Isn't anyone else bothered by the fact that we are forced to watch ads for a game we purchased for a full retail price? Personally, I don't care if they are disruptive or not (thank god for that) but I know that the reason they are doing this, is to further monetize an already profitable industry. Seriously now, Blizzard? If they pull this stunt (and I know that they will) they'd better cut off the retail prices in half.

...I wish, huh? I believe that there is nothing more annoying than to immerse yourself into an imaginary world, but still being bombarded by every day ads. For example, why would the Starcraft billboards feature Netflix ads? Do they have Netflix on Tarsonis?

Raphael Santos
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Blizzard will be putting ads on I saw no indication of having "really in-game" ads on Starcraft 2.

I dont care much about ads, as long as the game doesnt require subscription...

Mike Smith
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Soooo, they want us to pay for adds now? Well, if I don't notice I guess it's fine, otherwise, no thanks.

Lo Pan
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All games with ad tech and that will be served ads should be labeled as such and their cost reduced by $10.

Steven Ulakovich
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You pay for ads when you go to the theaters and purchase DVD's, you pay for ads when you watch television on a cable connection, you pay for ads when you are surfing the internet with pop ups and banner ads, it is no surprise that video gaming, the fastest growing entertainment medium, is next to have a massive push for advertisements added.