3 December 2008

The ads placed in Guitar Hero are expected to reach millions of young adults

Microsoft subsidiary Massive, a leading network for video game advertising, has announced a multi-year, multi-title deal with Activision Publishing. 18 of the game publisher’s titles on the Xbox 360 and PC platforms, including Guitar Hero: World Tour and James Bond: Quantum of Solace, will feature dynamic in-game advertising.

“Activision creates some of the best content in the gaming industry,” said JJ Richards, general manager of platform services for the Advertiser and Publisher Solutions Group at Microsoft. “This partnership further establishes the Massive network as the medium for advertisers to reach their desired audience.”

“Our partnership with Massive has been successful over the last two years. This long-term partnership allows us to continue to deliver dynamic in-game advertising to the immensely popular Xbox 360 platform as well as the PC,” said Dave Anderson, head of business development at Activision Publishing. “By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company.”

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