Massive announces fall in-game ad lineup

by Richard Mitchell on Sep 1st 2009 4:00AM

Microsoft's in-game ad company, Massive, has announced that it will be providing ads for several major publishers this fall, namely THQ, EA and Activision. Massive will supply ads for EA's sports lineup -- including Madden NFL 10 -- and Need for Speed: Shift. For Activision, the company will provide ads for the many upcoming Hero games, including Guitar Hero 5, DJ Hero and Band Hero, as well as Tony Hawk Ride and Blur. There will also be ads in THQ's MX vs ATV Reflex as well as its smash hit UFC 2009: Undisputed. Also, expect ads in Ubisoft's Splinter Cell: Conviction -- projected on the walls, perhaps -- when it launches next year.

Perhaps most important of all, Massive will be the exclusive provider of advertisements on Blizzard's revamped Battle.Net when it launches alongside StarCraft II. That's not much of a leap, as the company is the sole provider for the current Battle.Net as well. Still, we're just guessing that there will be more than a few eyeballs pointed at Blizzard's online playground whenever StarCraft II graces the world with its presence.

[Via Edge]

Source

Tags: advertising, business, massive, Microsoft, Xbox-360

Reader Comments (41)

I love having ads in games I paid for!

...No wait, I meant the opposite thing.

You hate having ads in games that you stole?

Actually what pisses me off is that the people who will winge the loudest about this, will actually go out and buy the damned games anyway.

Don't like adds in your games? Imagine if just 75% of the gamers who WERE going to buy the game now simply put their foot down and didn't buy it.

How quickly do you think it would resolve this whole issue once and for all?

Instead we'll winge, cry and complain, while handing over our cash. Money grubbing publisher goes skipping off to the bank with our money AND the add revenue money in hand. Yes, our e-tears really hurt them.

if you really hate ads that much
why dont you start a petition

maybe you could advertise it in games to gain attention.

Well, not buying games because you love games so much that you don't want ads in them isn't really an option for most people.

This stinks, but it doesn't stink like human rights abuses, so it's not really something that you could vote with your wallet against.

"Well, not buying games because you love games so much that you don't want ads in them isn't really an option for most people."

Yes it is, what's worth more, your enjoyment or your values? If someone doesn't like ads in games then they should stick by their values and not complain about it and buy it anyways.

"This stinks, but it doesn't stink like human rights abuses, so it's not really something that you could vote with your wallet against."

Once again, yes you can. Fewer people buying a game = less profit. Companies are out to make money, and the way it works is, if they are not making money, they need to change something, the change in this case is not putting ads in games.

What I mean is people go on massive intentional protests against things like segregation and breaches of democracy. If you love games, a couple of billboards in Burnout isn't going to enrage you enough to refuse to buy it.

NFS - Shift you say? Pitty. *scratches it off the list*

Ok, what else, pitty about Splinter Cell: Conviction too *scratches it off the list* was kinda looking forward to it. Still, "Splinter Cell Essentials" sucked so bad, it takes some of the sting off skipping this one.

Thanks for the warning Joystiq. Still plenty of other NON add infested games to spend my money on.

what's wrong with ads?
its not like the game will stop working if you dont by the advertised product.
it is a way of making consumers aware of something
and if you bought the game, you are allready a proven consumer.
do you not watch tv... at all?

@Mynk;

No, I don't watch TV. And most of these games are off my list because of the ads.

@mynk:
Just because the game won't stop working if you don't buy the product doesn't make in-game-ads less annoying. I personally find them annoying and seeing them in a game sometimes can be a distraction and can take you away from the experience you're playing (and paid for). When you're watching a TV show, you're not paying to see it, you don't pay the producers for what they created. That's why they have ads, that's how the tv show makes money.

It's like if you go and buy that 2 hour movie you like so much on DVD or Blu-ray but you have to sit through ads every 20 mins, it's annoying, it takes you away from the experience, and this time you paid them money to see what they created.

I guess in sports games for example they make more sense, because in a way they are "enhancing" the experience, making it seem more like you're watching a real game on tv. But in games like Splinter Cell and Guitar Hero, it's just not necessary at all.

you guys make good points,
i suppose when i think in game ads,
i mostly think of sports and racing games.

but in splinter cell for example,
since it is an open city type environment
its a win win to have a few non obstructive ads,

if guitar hero shows concerts that are sponcered by tommy
or a little "this song courtesy of ____" for 2 seconds,
i still wouldnt mind that,

even a loading screen is a fine place,
but if i play a game where im supposed to be in iraq fighing soldiers
and suddenly i see an axe commercial on the enemy vehicle or base
id be pretty pissed too.

with propper non obstuctive use though, if ads give the developers the little extra money they need in order to put that last touch up into the game, or to finally allow them a release point 20 dollars lower than other games, then its perfectly fine.

but in the case of guitar hero where activision just wants to add another foot to its cash mountain, im all for you guys and your anti-ad outlook

Ironically, I don't mind ads in videos games often. As long as it fits.
Only problem I've ever had was with 1vs100. Not subtle and too many, too often.

Remind me to yank out my ethernet cable before i boot up any of this ad-infested shite.
And why am i not surprised that Activisions games are here in force.
Ads in GH5 and the other band games? Yeah that'll convince me to ditch Rock Band.

When they replace the circular notes with Red Bull cans you'll be on board.

this hammeron brought to you by monster.

i dont mind ads if the revenue from the advertising deals passes savings onto me the gamer. i think everyones problem is that it doesnt seem to be the case

I can see ads in games that in real life theres ads so what like sports game and racing games and fighting games like UFC.
But Battlefield was a disgusting proof of how stupid and lame it is and ruins the game. Im supposed to feel like im playing a war game while seeing a ad for Degree deodorant?
And seriously Splintercell? Ads have no place in that game once so ever.
Please dont ruin COD:MW2
Please dont ruin COD:MW2
Please dont ruin COD:MW2
Please dont ruin COD:MW2

No game I'm interested in that list.

What are they going to do next, ads in the loading screens, with the volume higher than the in-game sound like in TV?

It would be nice if the people playing the games would benefit somehow, like they were saying way back when. How the games would be cheaper. Ya right. If there's benefit to the gamer because of ads in their games I'm totally ignorant of it.

Well put it this way, the less advertisement in games, the less money the developers get...thus giving the game less production....thus making it an awful game.

Ads make games better?

That's true I guess, Bioshock had all those plasmid ads and that was a great game.

Boy, press releases like this sure are convenient. Thanks for making me an anti-shopping list Massive. I was on the wall about getting NFS: Shift, MX vs ATV, and Blur near launch but now the best they can hope for is for me to pick them out of the bargain bin for $10 or less someday. I'm really disappointed about Splinter Cell Conviction though. The game looked pretty rad. Now it's a $25 or less title to me. I hope these publishers are enjoying their ad revenue because it is costing them game sales.

...bysmitty

I hate the idea that I'm paying for more ads. I recently switched from my cable box because it never would work to a Tivo service with Cable card that thing is riddled with ads. It's disgusting, I paid $200 for an HD Box, $13 a month for service and I'm about ready to have it shut down. Now I'm noticing ads all over my video games and they aren't even integrated well.

Playing Fight Night and Madden NFL 10 all I see are these horrible, cheesy looking banner ads for Final Destination. It'd be one thing if the ads were just billboards within the game like Ringside signage or as part of Stadium Jumbo trons, but the way Massive does it makes the games look cheap and crummy because they just hang there over top the game that I paid $60 for! I'm glad I rented those games, I would NEVER purchase them because of this - that and Madden 10 is awful.

"what's wrong with ads?
its not like the game will stop working if you dont by the advertised product."

Moronic argument. To see why, please go and stab yourself repeatedly in the leg with a knitting needle. If done correctly you should not cause any permanent damage to yourself and your leg won't stop working. Keep repeating this action till you understand why your above argument is dumb.

"it is a way of making consumers aware of something"
If I want to be made aware of something I'll go find out about it myself. This is why you have catalogs.

Also, I'm quite happy with adds when it's paying for something, like my e-mail or a website.

Did you notice it reducing the costs of the games?

"do you not watch tv... at all?"
Oddly enough.. no, I don't.

Damnit, want to buy edit button.

Above comment in response to "mynk"

Quoted: "what's wrong with ads?
its not like the game will stop working if you dont by the advertised product.
it is a way of making consumers aware of something
and if you bought the game, you are allready a proven consumer.
do you not watch tv... at all?"

Isn't it enough that we pay £40 for the ****ing game already?

Take your advertising and shove it up your ass.

"If I want to be made aware of something I'll go find out about it myself. This is why you have catalogs.

Also, I'm quite happy with adds when it's paying for something, like my e-mail or a website.

Did you notice it reducing the costs of the games?"

Exactly. It's sad really, isn't anyone sick of being advertised at everywhere you go? Once again though, the "oh well" brigade which is the majority will just roll over like good little consumers and things will continue to get worse.

*waits for one of the "oh well" people to make some dumb remark about how that's just the way it is (yeah, because of ppl like YOU)*

I hate paying £40 for games. It is very rare that I will actually pay more than £30 for ANY game. 360 game prices are extortionate, especially when they have ads in them where the companies get paid extra, on top of profit from disc-sales.
The last time I paid £40 for a game was Fallout 3. Before that, Oblivion.

I think that if they are going to advertise stuff in-game, they should AT LEAST make DLC free in the future.

These are all non-buys anyways. Ads are fine on the dash. Racing/sports games are probably fine too. Keep them out of adventure games, though.

If a game which has ads updated regularly (Like Burnout), will the same game have any at all if the console is not connected to Live or whatever? I can't see new copies of games coming with new adverts on the disc.

God some people are so ignorant to in game advertising. I can tell you that even huge games with only have a hand full of dynamic ads in a game... most of the time developers just shovel fake ads into games which makes the whole game world look over run by ads.

Just play the damn games..

my FAVORITE fake things in games are the ubiquitous fake soda machines and fake adult nudie mags. I love all the goofy brands they come up with...

Splinter Cell: Conviction?!?! really?! is that a joke?! oh crap :(

Guess what? The last Splinter Cell game had ads in it too.

Nobody complained.

Was that double agent? really it had?? wow never played it, never thought so. Still annoying to me.

I don't think its that bad because it makes the game more realistic. There are ads everywhere in real -life and you really can't get away from them. Most of the time Massive ads don't get in the way and are usually just in-game billboards and such.

They really should pass the savings on to the consumer though. For example, by offering free DLC for any game with ads. Much like Burnout: Paradise did.

If you don't like ads that much, it's as easy as signing off Xbox Live. BAM! No more ads (except default ads already built into the game)

What upsets me is the bandwith usage. I'm paying $60.00 for a game, on a system that cost me upwards of $300.00, and they're using MY bandwith that I PAY for, to download advertisements that I don't want.

It's like telemarketers tying up YOUR phoneline with their advertising calls. Only its worse, its you PAYING the telemarketers to tie up your phoneline with their advertising calls.

Despite the fact that a advertising packet problem isn't that big, when you take into account how many ads are cycled, and how many games have them, it can quickly add up.

Advertising doesn't hurt anyone.

The publisher gets money, the advertiser gets exposure, and the gamer gets a game that the publisher could pay for because of advertising.

Unless the screen is slapped with an ad that hinders gameplay every other minute there is little need to complain.

Wow, this just........whats the word Im looking for.......oh yeah ! SUCKS! You know this really, bites and I mean hard. Though I must ask sine you said this is Microsofts in game ad company does that mean the PS3 version of all these game (splinter cell not included) will be free from these in game ads? If so I will be picking these up on my PS3 instead. Though I must say the inclusion of Splinter cell on this list is sad to say the least. Microsoft pays up for the exclusive just to screw the game up with this mess?

Also there is no way to tell how these ads might hamper the gameplay. Perhaps some of you dont know but this was tried recently with Wipeout HD on the PS3 and the patch that put the ads in made the load times longer. What if these ads caused a game like Splinter Cell to take longer to load or worse yet lock up for a second or cause slowdown. I can see the point to this in racing games and other sports games but other then that no.

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Massive announces fall in-game ad lineup

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