In-Game Advertising Heavies Up on Fixed Placements

Massive Inc., which pioneered the “dynamic” in-game advertising business, is becoming a bit more static in its approach. The Microsoft subsidiary recently began selling fixed product placements in videogames—commonly referred to as “static” ads—as they are baked into games during their production. That’s something of a departure for the company, which made a major splash in the industry back in 2005 when it introduced dynamic ads, i.e. ads served into games as they are being played, much like traditional online advertising.