We can expect ads to continue to be shoved down our throats in games from Electronics Arts as the company has extended its deal with Microsoft's in-game ad firm Massive to offer dynamic ads in games for the next two years.

While Massive will continue to offer in-game ads in existing titles from EA, such as the recently released Burnout Paradise, the new deal will allow more advertisers to continue to hawk wares in existing titles, as well as in upcoming games -- including the next two Madden, NBA Live, Nascar, and NHL releases. According to EA, ads will focus on appealing to guys between the ages of 18 and 34, but interestingly will just be served to versions released for the Xbox 360 and PC. For players on other platforms looking for a similar experience, might we suggest taping up ads from your Sunday circular to the television while playing -- at least that way you have the option to take the nuisances down.

Anyone who's spent even a little time rocking out to Guitar Hero III has likely noticed the game's heavy-handed approach to product placement, with stages littered with cans of Red Bull and billboards hocking everything from Axe Body Spray to Pontiac. The whole thing feels oppressive and graceless as even the game's underground rock venues are reduced to feeling like props to corporate shilling. And things are likely to get worse before they get better, as Activision today announced that it has inked a deal with Microsoft-owned Massive to provide in-game ads in not only Guitar Hero III, but Tony Hawk's Proving Ground as well.

The two titles have been added to the growing Massive Network advertising collective, which also includes Activision's Transformers adaptation, and will made to include "contextually relevant" dynamic ads. Interestingly, it's unclear if this partnership extends to all versions of the affected (afflicted?) games, or just those for Microsoft's console. What is clear, however, is that as games are now a big business, more and more companies are beginning to get in line for their slice of the money pie, and while game companies and advertisers reap the benefits of this arrangement, gamers are left holding the controller wondering just when their games became interactive commercials.

Think of a real-time strategy game session as a bell curve. At the lower end is the beginning, when there's a lot of resource-gathering and scouting. In the middle and the higher portion, there's lots of action. As the battle winds down, so does the action. Massive Entertainment's World in Conflict was described to us as a strategy game with the lower ends of the bell curve cut off, and from what we saw at the Sierra suite, it's a pretty accurate description.

The story of World in Conflict is based in an alternate future where the Berlin wall didn't fall and the Cold War went hot. At the beginning of the battle, the player is given 6,000 in currency that can be used to purchase and deploy troops. Once a troop is destroyed, its value is returned to the player for purchasing more troops, keeping the intensity up.

Finally, some hard video evidence that druids are a bit too overpowered in World of Warcraft. You can't really argue after seeing this video. Could your poor warlock, paladin, or shaman stand up to this? We highly doubt it. Hopefully Blizzard will heed the call and scale back on the druids just a tad, because while some of the other classes are pretty powerful, this one goes to 11.

This controller is just a couple of millimeters larger than the Xbox's original controller, so if you're looking for a throwback to that, or something that can double as the monolith in 2001: A Space Odyssey, then look no further. Sibling site Xbox 360 Fanboy has posted a link to instructables.com, where you can learn how to make one of your very own to hold and to love, and to use as a bed.

When we say massive, we really mean massive. There is no doubt that they could have also housed a couple of 360s inside this thing, hooked it up to two TVs, and made a Gears of War/Halo 2 gaming machine all in one.. A controller at each corner of the box, embedded plasma screens, surround sou ... okay, granted that's taking it a bit too far.

In a day and age of miniaturization, it's nice to see someone maximizing things. We'd really like to see a DS Lite this big, aw yeah.

According to oddly-capitalised research agency comScore Networks, gamers are a ripe target for marketers. With almost 50% of all Internet users apparently reading game sites, reaching out to these 76 million consumers is big business.

The survey also looked at attitudes to in-game advertising amongst heavy and light gamers. Heavy gamers are more familiar with the concept of in-game ads, and are also more likely to buy products advertised in-game. The conclusion across all types of gamers leans towards the inevitable -- in-game ads will be a feature of the future.

With only 800 gamers surveyed, a larger segment may produce vastly different results, but these statistics are encouraging for firms like Microsoft's Massive who are working within this market.

[Via Gamasutra]

Joystiq reader "Pickypants" asked a great question earlier this morning in our post about Microsoft's acquisition of Massive Inc.

He asked, "how -- specifically in games -- will ads give a benefit to the end user?"

First, just to get this out of the way: we know that ads can be evil. We'll be the first to slam anyone that clumsily inserts advertisements into a game in such a way that it hurts the in-game experience. That's a given! But let's move past the issue by assuming for a moment that advertisers, developers and publishers are aware of gamer alarm over the prospect of in-game ads. These parties know that they'd be hurting their businesses if they were to bludgeon gamers with ads because the resultant backlash would dampen game sales.

Context laid, let's answer the question:

Last week's news that Microsoft would be acquiring video game advertising firm Massive Inc. for between $200 and $400 million was confirmed by Microsoft on Thursday.

According to a Microsoft press release, Massive’s technology for inserting advertising into games will be integrated across Microsoft properties including games on MSN and games played within MSN Messenger. (It's a given that certain Windows games will continue to incorporate the technology, depending on whether the developers and publishers of those games wish to incorporate it.)

Approximately 60% of Xbox 360s are connected to Microsoft's Xbox Live service. If that connection ratio stays constant even as the number of Xbox 360s sold increases, Microsoft will be able to promise advertisers the ability to deliver ads to millions (if not tens of millions, depending on how Microsoft fares versus the PS3 and Wii) of net-connected console gamers.

Just when you thought Microsoft could get no more massive, The Wall Street Journal reports that Microsoft is acquiring New York-based video game advertising company Massive Inc. for between $200 million and $400 million.

We're not sure what took the Journal so long. We totally saw this one coming, like, four months ago.

What's that sound? It's a cash register ringing up revenue stream #17 for Microsoft's growing gaming business.

Don't remember the others? Here's a refresher on just the Xbox-related streams: (1) Xbox Live subscriptions; (2) royalties from Xbox Live Arcade titles (direct digital distribution 4TW); (3) Xbox Live sponsored weekends; (4) Peripherals; (5) That "artist of the month" music video distribution deal that we've never bothered to write about but that you can be sure Microsoft is getting paid handsomely for; (6) royalties on every Xbox 360 game sold; (7) direct revenues from first-party game sales; (8) Movie trailers (surely, Microsoft's not paying movie theaters to place trailers on the 360); (9) DirecTV on the 360; (10) Xbox gear; (11) game-to-movie royalties; (12) Sound tracks; (13) books based on games; (14) digital tchotchkes purchased with Microsoft points; (15) royalties on content packs and episodic game content (16) sales of the consoles themselves...

Several Joystiq readers are anticipating NCsoft's upcoming cliché-busting MMO Auto Assault, but this news might come as a shock. NCsoft have teamed up with in-game advertising firm Massive Incorporated, who will be bringing "real-life advertising" into the post-apocalyptic world of Auto Assault.

While NCsoft's Dorothy Ferguson seems confident that the ads will fit within the game environment, the futuristic feel of the game doesn't immediately strike us as a suitable setting for modern-day adverts. No word has been released yet on this partnership's effect on pricing; it may drive the monthly subscription cost down, but don't bet on it.

For those interested in experiencing the world of Auto Assault ad-free, there's an open beta (US link) (European link) this weekend, marking the final phase of beta for non-preorder customers.

In-game advertising is on the rise, and while most ads you might see in games are reasonably well placed, there are some ad campaigns that pander more to the advertiser than the specific game setting. This latest development is along the same lines -- Next Gen brings word that Massive Inc. will be teaming up with the Ad Council and US Army to bring public service announcements about staying in school to a game near you.

This seems to be a better cause than just advertising sandwiches, and it's an interesting partnership. Given that most kids play games, game-based advertising is a sensible way to reach them, but might the boundary between reality and fiction be too blurred for the ads to sink in? This might open the floodgates for a variety of less wholesome "public service"-flavoured ads, but on the other hand, it could prove beneficial all round.