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Activision Inc. and Massive Incorporated, a wholly owned subsidiary
of Microsoft Corporation and a leading network for video game
advertising, today announced
 that
Activision's popular Guitar Hero III: Legends of Rock and
Tony Hawk's Proving Ground have been added to the Massive
Network.
"Our partnership with Massive provides a highly effective
advertising solution for brands and marketers while enhancing the
realism and preserving the creative integrity of our leading
titles," said David Pokress, vice president of new franchise and
business development at Activision. "We're pleased to add two more
of our premier titles to the Massive Network."
Since its introduction, the Guitar Hero franchise has quickly
become a pop culture phenomenon that has drawn an enormous and
passionate audience. The franchise's popularity is continuing to
expand with the newest release,
Guitar Hero III: Legends of Rock, which offers an expanded
online multiplayer mode that allows would-be rock gods worldwide to
compete head to head. Massive ads served into the game will be
contextually relevant to the rock venues in which players perform,
further increasing the game's realism while providing targeted reach
into the many demographics participating in the Guitar Hero
phenomenon.
The latest release in the No. 1 action-sports franchise, Tony
Hawk's Proving Ground offers players the freedom to define their
game character based on the choices they make, the paths they skate
and their skating style. The game features a fully loaded video
editor with which players can create cool skate videos and a
customizable skate lounge where they can skate with friends online.
Massive will give brands high visibility among this engaged audience
with ads tailored to real-world skating environments.
Cory Van Arsdale, CEO of Massive said, "Our role as Activision's
global partner for dynamic in-game advertising for some of its
best-selling franchises has delivered impressive results for
marketers and opened new revenue channels for Activision titles. The
latest versions of Guitar Hero and Tony Hawk will
provide compelling marketing opportunities, allowing advertisers to
connect with these audiences and capitalize on the tremendous
excitement and promotional activity around these powerful
franchises."
Massive provides advertisers the ability to engage an aggregated
gaming audience in real time. All forms of downloadable media and
advertising content can be contextually integrated into the game
environment, including image, audio, video, and game object formats. |
