Massive Inc. Launches Ad Serving Network, Rival inGamePartners Scores New Client Wins
Massive Inc.'s ad serving network is going live today with the release of Take-Two Interactive Software's Mall Tycoon 2 Deluxe. RealNetworks will be the game's--and the network's--first advertiser. It is the first PC or console-based title to serve digital ads in real time.
Mall Tycoon 2 Deluxe is the first of 15 titles Massive will sell ads for, reaching a weekly audience of two million young men. Konami, Legacy Interactive, Ubisoft, and Vivendi Universal Games are the other publishers Massive has reached ad serving agreements with.
At the Ziff Davis Media Digital Life Expo in New York, inGamePartners, another video game ad serving network, announced several new game publisher and advertiser client wins. inGame has secured ad inventory in Maui Interactive's new mobile football title, Michael Vick's Two-Minute Drill. This is inGame's first mobile market title, but company CEO Darren Herman said Michael Vick's Two-Minute Drill will soon be followed by a mountain biking and racing title.
inGame's new advertising clients include Emerge Partners, which represents liquor brands Absolut, Remy Martin, and Jim Bean, Citrix Online, Electronic Arts, the United States National Guard, and "other military establishments," which Herman declined to "Lord of the Rings: the Battle for Middle Earth," through its game network partners. These partners include PHXX, GriffinRUN, and the Global Gaming League; inGame offers game network subscribers the option of linking to inGame's servers to play games for free in exchange for receiving digital ads.
Both Massive and inGame input a piece of code into game software that enables it to communicate with an ad server, which then displays an advertiser's branded image or message during real-time game-play. Both companies say they can serve ads to any gaming platform-console, portable console, PC, online network gaming, or mobile phones--as long as it's Internet-enabled. In the short term, Massive and inGame are focused on different video game markets: Massive is focusing on PC and then console-based titles, while inGame's short-term focus is online networked games.
Both platforms enable advertisers to target by demographic and geographic location, and adjust campaign duration in real-time. More specific targeting features must be agreed upon with game developers, and usually require players to provide opt-in registration. Both companies also supply campaign tracking and reporting.
Video games have become the largest entertainment industry in America. Close to $10 billion is spent on video games annually, outpacing the movie industry. According to the Entertainment Software Association, in 2003 more than 239 million computer and video games were sold, almost two for every household in America.
Recent Online Media Daily Articles
-
Acquisitions Flourish, Google To Seek Equity Firm To Further Deals June 19, 1:24 p.m.
Google is considering alliances with private-equity firms to help structure acquisition deals, but the tech company ... -
Millennial Expands Video Ad Options June 19, 11:44 a.m.
Mobile ad network Millennial Media is stepping up its video ad offerings with the launch of ... -
CIMM Issues Request For Data, Cross-Platform Metrics June 19, 9:29 a.m.
The Coalition for Innovative Media Measurement (CIMM) said it has issued a request for proposals involving ... -
Heads Or Tails: Facebook Grows A Long One, Surpasses 1 Million Advertisers June 19, 7:48 a.m.
Facebook has reached an important ad industry milestone, becoming one of the few mega platforms to ... -
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ... -
Affiliate Channels Attract Global Buying, Tailored Marketing Programs June 18, 5:54 p.m.
The Internet continues to make the world smaller for affiliate marketers, but there are physical challenges ... -
Motorola Hires Digitas For Global Media Account June 18, 5:43 p.m.
Google-owned Motorola has appointed Publicis Groupe’s Digitas to handle global media duties, according to sources. Those ... -
Microsoft Rolls Out Ad Pano, Mobile Ad Format June 18, 3:03 p.m.
With the help of the broader ad industry, Microsoft this week is rolling out a mobile ... -
Kiip Debuts Self-Serve Option For Advertisers June 18, 2:23 p.m.
Mobile rewards network Kiip has added a self-serve option for advertisers aimed at attracting more small- and medium-sized ... -
Mindshare Taps Elkins As Managing Director, Digital, West Coast June 18, 1:51 p.m.
Mindshare, part of WPP's GroupM, has tapped digital marketing veteran Amy Elkins to be managing director, ...
Be the first to comment on "Massive Inc. Launches Ad Serving Network, Rival inGamePartners Scores New Client Wins"
Leave a Comment