Massive is teaming up with Activision Blizzard's
Massive has mastered the art of getting brand advertisers into the game, refreshing Web-tethered titles with fresh ads whenever players go past things like in-game billboards, vending machines, and theater marquees. Massive is the exclusive broker for in-game ads on Xbox's 360 console, but the Battle.net deal gives Microsoft a little more skin in the PC gaming market.
It's ironic, I know. The world's leading PC software company is a force in video game console sponsorships but weak inside the box. Google
Then again, maybe Massive is Microsoft's key to making a difference. Xbox 360s, PS3s, and Wiis all offer Wi-Fi connectivity, making it a breeze for Massive to deliver in-game advertising for developers. Video games are one of the few resilient growth areas in retail, going by recent quarterly reports out of GameStop
So go ahead and show Microsoft's Massive some love. It was a visionary Microsoft purchase two years ago. It's at the right place at the right time for a company that's been caught out of position before.
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