Massive INC., the company behind a system that inserts ads into games, today announced a major deal with 10 of the top game publishers in the world to use their technology in 40 planned titles.
The Massive Network will officially launch on the 28th of March with Splinter Cell Chaos Theory and the MMO Anarchy Online.
Massive are going straight after the 18-34 male demographic, who typically have a lot of disposable income, and are increasingly moving away from television sets to the Internet and games; the gamer audience is also a very good target for advertisers because typically they are highly alert while they play, and are more likely to pay close attention to the screen - unlike the usual passivity of people watching television:
"In terms of effectiveness, we've completed three research studies so far," Davis said. The studies show the effect of advertising on brand recall, said Davis, and "[players] notice everything in the game, so they really pay attention to the ads."
More in the press release
Massive Incorporated official site
Massive INC. Press Release
Video Game Ad Network Gears Up For Launch
In-Game Ads: Is It Really Good For Gaming ?
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