It is now offical that Microsoft will buy New York based games product
placement company Massive. Although the financial details remain
undisclosed the original amount $200 million to $400 million, as
reported last week, is believed to be in the ball park of the purchase
price. Massive’s technology for weaving dynamic,
relevant ads into video games will extend next-generation advertising
across Microsoft properties and beyond.
As reported in iTWire previously, the video games market is like a
giant that never stops growing. Each year it keeps getting bigger and
some people say that the games entertainment business will one day be
bigger than the movies. These days the graphics and animation is so
good in interactive games that product placement is a natural.
Microsoft already does it, promoting itself in Xbox games such as Top
Spin.
The technology from Massive will enable it to place ads like
billboards, watches, mobile phones, cars, sneakers, T-shirts and
anything else you can think of that form the increasingly life like
back drops to games use these days. Massive has online technology which
enables the ads in games connected to the internet change over time,
enabling advertisers to buy time slots.
Microsoft has said that the first ads from its new Massive acquisition
will be placed in Xbox and Xbox 360 games connected to its Xbox Live
service.
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