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New method to deliver ads...


Carlucci
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press release:

 

Massive Incorporated Announces Video Game Channel For Advertisers

 

Ubisoft and Atari Among First Game Publishers to Participate

 

NEW YORK, May 12 /PRNewswire/ -- Massive Incorporated, the leading

specialist in video game advertising, announced today the launch of its video

game channel for advertisers which will go live in October 2004. The

innovative Massive solution aggregates the largest audience of gamers to

provide advertisers with a channel to reach young men 18-35.

To create its video game channel Massive is developing relationships with

the top video game publishers including Ubisoft and Atari. Ubisoft's VP of

Publishing Jay Cohen commented, "Massive's technology enables campaign based

advertising for the first time in video games. Ubisoft expects significant

revenue over the next few years as we add new cutting edge titles to the

Massive Network."

Traditionally, advertising in video games has been "hard coded" into the

game so it is inserted during the development process of the game. Due to

production schedules this can mean advertisers are required to commit to an ad

buy sometimes a year in advance of the advertising appearing in the game. And

because it is hard coded, it is a permanent feature of the game.

"The advertising sector is increasingly excited about video games as

media," said Mitch Davis, CEO of Massive. "So Massive has created a video

game channel with inventory from multiple titles. A channel that delivers

campaign advertising, the ability to change creative in real-time, buy

guaranteed Gross Rating Points (GRPs) and measure campaign effectiveness."

 

About Massive Incorporated

Massive Incorporated is the leading video game advertising channel.

Massive's ad network is built on long term relationships with leading Game

Publishers, aggregating gamers across multiple titles and delivering

advertising in real-time. Massive's innovative solution provides significant

benefits to both Game Publishers and Advertisers -- Publishers increase

revenues and Advertisers gain access to the elusive 18-35 year old male

demographic.

For more information please call (212) 228-2296 or visit

http://www.massiveincorporated.com.

 

-----------------

 

And here's a link to a Wall Street Journal Article that should be good for another 6 days:

 

Another Player Aims to Shoot Ads To Videogamers

 

Those ads will then be inserted in predetermined spots in videogames, such as virtual billboards along the track in a driving game. The system, which will be announced at the E3 videogame convention in Los Angeles, will monitor how frequently and how long users see the ads and send that data back over the Internet for advertisers to analyze.

 

Interesting idea. It will have to appear in the PC arena first, and then expand to online enabled console games.

 

 

Carlos.

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Does this mean we'll have to install special firewalls just to be able to play our games in peace? Oh dear. Still, I can certainly see the point in reverse-engineering your own Massive Proxy that replaces all the requested ads with more 'amusing' items.

 

Presumably this is PC-Multiplayer only? Otherwise, the assumption that I'm even connected to the net is a poor one.

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I wouldn't mind -- and would even welcome it -- if it were implemented well in a couple genres. Imagine playing a racing game and having the in-game signs and billboards changing from week to week or whatever.

 

How about playing NASCAR Thunder in career mode and having your sponsor change your paint scheme for a week or two because they want to plug a Spider-Man 2 tie-in?

 

I won't comment on whether I think it will be implemented well. ;)

 

-j

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How about playing NASCAR Thunder in career mode and having your sponsor change your paint scheme for a week or two because they want to plug a Spider-Man 2 tie-in?

 

I smell great potential here now ;).

 

Imagine doing that for a baseball game and showing the stadium empty for several games because of huge boycotts on behalf of irate fans :green:

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As long as the advertising is unobtrusive I have no problem with the dynamic content. Personally, I like the advertising in games, I feel it adds some authenticity to the game. However, I don't like the "feedback", but I suppose it's no different then current web advertisments and their cookies.

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Originally posted by gwhinwi@May 13 2004, 09:27 AM

Of course this will just mean that the next time I play Gran Turismo: AE (Advertising Edition), I'll just have to stop my car in front of the billboard for Sweet Frosted Donkey Oh's or whatever cereal is hot that week.

No, basically when you're halfway done a race, your game will cut to a commercial. :x

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Originally posted by AnthonyVolpe@May 13 2004, 12:55 PM

No, basically when you're halfway done a race, your game will cut to a commercial. :x

Not if you're talking about Massive's plans. As you know, their current plans are for advertising content integrated into games -- like billboards and track-side advertisements.

 

From the article in the Journal:

Those ads will then be inserted in predetermined spots in videogames, such as virtual billboards along the track in a driving game.

 

-j

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I think it stinks, not much good can come of it.

 

If you want to sell me some advertising, fine, then have a $50 no ad version and a $30 with ads version. This is like cable TV, at first it was all commercial free. Now they added commercials, but did they ever drop your subscription rate? Nope. And now more and more cable channels are held hostage to the whims of the ultra-spineless TV advertisers. They are still going to charge you $50, but now advertisers potentially get to gripe about game content and get it changed. It'll be just like Janet Jackson and the Superbowl, but for games. It won't happen on day one, but that's where it will end up like all the other mediums lured by the "easy" cash out through ads.

 

For example, in Duke Nukem what is Coca-Cola objected to the stripper dancing on the stage? It would have been removed and one of the best easter eggs ever would have never happened.

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That's a good point; guess I have another reason to keep buying the GTA series.

 

Actually, how many game genres are that enticing to advertisers? Can you imagine Bounty advertising their kitchen towels as the ideal thing for dealing with stubborn stains in the new Hitman title, for instance? We're pretty much just talking driving and sports titles, which are genres where realistic advertising billboards and sponsor logos aren't going to detract from the experience anyway.

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Knowing how advertisers work (I work at an ad agency) I suspect they will start doing animated ads to ensure they get your attention, and then it will be evil.

 

But as Iain pointed out it opens the door to ad-blocking. I wouldn't be surprised to see enterprising companies come out with specific ad-blocking mini-firewall. Or even a regular router with configurable ad-blocking software in it.

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