Massive Cuts Multi-Year Ad Deals With Activision, Blizzard | Adweek
Advertisement

Massive Cuts Multi-Year Ad Deals With Activision, Blizzard

Advertisement

Massive Inc., Microsoft’s in-game advertising subsidiary, has announced a pair of multi-year ad deals with the game publisher Activision along with its corporate sibling Blizzard Entertainment., a company which specializes in Web-based multiplayer games.

The deal with Activision will see Massive deliver live, or “dynamic” ad placements within 18 individual games, including the latest version of Guitar Hero (Guitar Hero: World Tour) and the recently released James Bond: Quantum of Solace.

The deal, which is limited to games issued for Microsoft’s Xbox 360 and PC games, marks an extension of Massive’s previous relationship with Activision. To date Massive says it’s managed more than 330 campaigns for more than 225 advertisers in Activision titles such as Guitar Hero III: Legends of Rock and Tony Hawk’s Proving Ground.

Meanwhile, the Blizzard partnership represents the first time Massive will be working with the MMOG (massively multiplayer online games) giant, which is behind the ever-popular World of Warcraft. Massive will become the exclusive ad provider for several of Blizzard Entertainment’s gaming sites, including Battle.net.

In addition to the ad partnerships, Microsoft announced that it has installed JJ Richards as the new head of Massive. Richards was most recently general manager, platform services, Microsoft Advertiser & Publisher Solutions, and was previously the general manager for Xbox Live.

Richards’ appointment coincides with Massive’s first ever advertiser upfront event, which is scheduled to be held in New York on Dec. 3. The company claims that in the past year, it’s advertiser base has increased by 77 percent, a trend it will clearly look to replicate while heading into 2009.