October 18, 2004
Dynamic ads in games
Innovative development for product placement in games by Massive,"an audience aggregator and technology provider". Have asked their VP of Technology, David Sturman, to stop by next time he's in LA.
From their website:
Until now, all advertising appearing inside video games was hard-coded into the software during the development process. This means that those ads appeared in every copy ever shipped for as long as the game was sold.
Massive and its game publisher partners have replaced this with a dynamic approach that eliminates hard-coding. Instead, the Publishers denote certain areas inside of games as zones where ads will later appear. When the eventual owners of these games log onto the Internet to play against human opponents, to download additional game elements, or for any other reason, the Massive Ad Server swaps ads in and out of those zones. Those ads will remain in the game even if the gamer heads offline and will be refreshed the next time they log on.
In this way, games are transformed from static, permanent billboards for a single or handful of Advertisers into a dynamic, evolving advertising channel.
Recent Press release:
Massive Incorporated Launches In-Game Advertising Network
New York -- Massive Incorporated, developer of an in-game video game advertising network, on Monday announced the launch of its network targeting the lucrative audience of 18-34 year old males. The company's network enables advertisers including RealNetworks to deliver ads that are embedded into popular online game titles in real-time, from publishers including Vivendi Universal Games, Ubisoft and Legacy Interactive. The service allows advertisers to target according to consumer demography, title genre, behavioral data, day part and other dimensions. Massive said at launch its ad network includes 15 game titles and reaches a weekly audience of close to two million young men.
Posted by sfisher at October 18, 2004 07:01 PM | TrackBackComments
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