Xbox 360 In-Game Ads Exclusive to Massive?
At the seventh annual MSN Strategic Account Summit last May Microsoft Corp. made an announcement that it is acquiring world-leading network for video game advertising, Massive Incorporated. Massive‘s services covers putting up ads across Microsoft’s Online Services like Xbox Live and MSN Games. This has lead to speculations of an exclusivity deal between Massive and Microsoft for Xbox 360 ads, leaving two of the biggest in-game ad players, Double Fusion and IGA Worldwide out of the running.
When Massive’s president of new media, Nicholas Longano was asked to comment on the rumored exclusivity, he said, “At this particular point in time, weÂ’re working and weÂ’re integrating and applying ourselves across many platforms. WeÂ’ve got a technology thatÂ’s proven, robust Â… ItÂ’s a solution that works, itÂ’s accepted by the publishing world, by advertisers, and it provides a good game experience, and right now, thatÂ’s really the most important element. As to where weÂ’re all going to be in 24 months, 36 months, weÂ’ll wait and see.”
The biggest downside that insiders see about this exclusivity issue is the threat of other industry players, such as Double Fusion and IGA Worldwide, missing out on revenue generated from the console, to which Longano replied with an outburst of confidence, “The worst thing that can happen [for the industry] is when you have multiple representatives going out there and trying to represent the same content. That’s when there‘s confusion that takes place. … Confusion slows down the market. Right now, I think that the marketplace, and when I say the marketplace, I’m talking about advertisers, right now they know there’s a solution. Massive is a tremendous solution. It’s tried, it’s tested, it’s proven.”
Via next-gen
At the seventh annual MSN Strategic Account Summit last May Microsoft Corp. made an announcement that it is acquiring world-leading network for video game advertising, Massive Incorporated. Massive‘s services covers putting up ads across Microsoft’s Online Services like Xbox Live and MSN Games. This has lead to speculations of an exclusivity deal between Massive and Microsoft for Xbox 360 ads, leaving two of the biggest in-game ad players, Double Fusion and IGA Worldwide out of the running.
When Massive’s president of new media, Nicholas Longano was asked to comment on the rumored exclusivity, he said, “At this particular point in time, weÂ’re working and weÂ’re integrating and applying ourselves across many platforms. WeÂ’ve got a technology thatÂ’s proven, robust Â… ItÂ’s a solution that works, itÂ’s accepted by the publishing world, by advertisers, and it provides a good game experience, and right now, thatÂ’s really the most important element. As to where weÂ’re all going to be in 24 months, 36 months, weÂ’ll wait and see.”
The biggest downside that insiders see about this exclusivity issue is the threat of other industry players, such as Double Fusion and IGA Worldwide, missing out on revenue generated from the console, to which Longano replied with an outburst of confidence, “The worst thing that can happen [for the industry] is when you have multiple representatives going out there and trying to represent the same content. That’s when there‘s confusion that takes place. … Confusion slows down the market. Right now, I think that the marketplace, and when I say the marketplace, I’m talking about advertisers, right now they know there’s a solution. Massive is a tremendous solution. It’s tried, it’s tested, it’s proven.”
Via next-gen