Massive launches ad server for games; Taps UbiSoft, Atari as partners with aim to reach 2M by 2005.(News)

Advertising Age, October, 2004 by Stanley, T.L.

Byline: T.L. STANLEY

Aiming to capitalize on the exploding video-game ad market, a privately held company called Massive is launching what it touts as the first ad-serving network for online games.

The company said it has signed game publishers UbiSoft, Atari, Vivendi Universal and Konami as partners in a system that enables marketing messages to be projected into the digital fabric of their online games. By next year, Massive plans to have the network set up across some 30 video-game titles, reaching an estimated 2 million players a week.

Mitch Davis, CEO of Massive, said U.S. marketers spent $12 billion on TV ads last year to reach the elusive 18-to-34 year-old demographic, but only $10 million to place ad messages in video games. "Young...

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