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Spark Signs In-Game Ad Deal With Massive

Spark Signs In-Game Ad Deal With Massive

December 16, 2005 | By Simon Carless

December 16, 2005 | By Simon Carless
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More: Console/PC



California-based Call Of Duty: Finest Hour developer Spark Unlimited has announced that it has signed a long-term partnership with in-game ad firm Massive that will deliver several to be disclosed titles to the Massive Network of in-game advertising titles.

This deal is particularly interesting because it has been made directly with a game developer, implying that either Spark is planning to directly launch its own PC titles that rely on advertising for a revenue source, or that the firm's publisher has ceded its in-game publishing rights to the company.

Given a previous deal between Spark and Ageia to develop a title, Pandora, which requires Ageia's soon to be launched PhysX PC hardware chip to run, it's possible that the company could be looking to Massive's network to generate revenue for this and other similar independent projects, although no specific titles have been announced.

Massive has recently signed to provide in-game ads for Sony Online Entertainment's The Matrix Online, and also provides a similar service to the company's PlanetSide and Funcom's Anarchy Online, among a number of other notable PC-compatible titles.

"Spark is 100% focused on developing high quality, high-impact games with cinematic realism, and contextual, dynamic advertising is the perfect addition to that effort," said Craig Allen, CEO of Spark Unlimited. "Massive has the best technology, is simple to integrate, but most importantly, they share our passion for great game content. The revenues that we will generate through in-game advertising will provide the funds necessary to support greater innovations in development that will ultimately benefit our gaming audience."


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