Microsoft buys in-game advertising company Massive |
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According to the most recent Wall Street Journal, Microsoft plans to buy in-game advertising company Massive. The deal is ready to happen for the sum of approximately 200 to 400 million dollars. Massive provides developers and publishers with the possibility of real-time advertising within their games. The company is led by gaming, technology and media industry veterans who claim to "understand gamers". Among their clients are Coca Cola and Honda. Neither Microsoft nor Massive have commented yet on the situation, but expect announcements once the deal is signed.
In-game advertising is slowly creeping up into MMOs and next-gen titles, although it has yet to prevail on a wider scale, rather than being the exception. Imagine for a moment what in-game advertising in the hands of a behemoth like Microsoft could mean. They will need to find the thin red line between integrating advertising efficiently (from the company's perspective) and scaring off their customers with exaggerated ad placement. Many gamers say they are okay with in-game advertising if it is used in a less obtrusive way; fitting in with the game's environment and setting.
But what will happen once we take the less noticeable in-game ads for granted? Will companies like Massive begin to shove them directly into our faces in smaller, less suspicious steps? Acquisitions like these could be dangerous, letting the publisher control developers (and ultimately, consumers) even more.
It's news like these making me wonder where gaming will be in 2011 or 2012. Not with visuals, gameplay or controls, but simply with it's mentality, marketing methods and the forces behind them.
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Comments [refresh]
Wow, ever heard of plagiarizm? This article is word for word from IGN.com
well its obvsly taken from IGN but it aint word for word mate, lots of it is the authors own opinion maybe they just forgot to put the source or smth..
IGN was NOT the source of the information! The Wall Street Journal was, as mentioned in the article. This information is also available on Reuters (from the WSJ). Leave the sourcing and cries of plagiarism to those who know what they're talking about and know how to spell it. Thanks.
EA Sports has been placing ads in their games for YEARS the anouncers advertise REAL life products and there are ads on signs and walls even on courts and fields.
EA sports sells these spots for in game ads
microsoft better be passing those benefits of ingame ads to US.
i swear, if they put ingame ads in online games, ill just go to the PS3, they will have the same setup with ingame ads, but i wont have to pay a monthly fee.
THOUGH, if microsoft offered a new version of XBL that let you play free online if you watched the ad's i can see that working. it would still feel like it was screwing over the Gold members though, so they BETTER take this delecately, they are playing with fire that could destroy the whole xbox.