Language Selection

English French German Italian Portuguese Spanish

Massive starts network to put ads in video games

Filed under
Gaming

Advertising, already ubiquitous in movies and on television, took a step into video games on Monday as Massive Inc. launched a network to place and serve ads within games.

Massive said brand names like Coke, Paramount and Intel were already on board, with 40 games set to offer advertisements from Massive's network on in-game virtual billboards and shop windows by the end of the year. The company has been in "beta" testing on its network since last year.

As the key audience of men ages 18 to 34 increasingly embraces video games as a preferred entertainment medium, at the expense of traditional forms such as television, advertisers are looking at games as an attractive way to reach that high-spending demographic.

For game publishers, there is relatively little work to do to make space for ads in a game and plenty of reason to do it -- Massive said early returns showed publishers were earning up to $2 on each copy of a game sold with ads from their network.

Massive's ads appear in games like "Anarchy Online" and the new "Splinter Cell Chaos Theory," in many of the places an ad would be seen in real life -- on billboards, shop windows, the sides of buses and the like.

Ten publishers have signed on with Massive, Chief Executive Mitch Davis said, including Take-Two Interactive Software Inc. and Ubi Soft. By the end of this year, Davis said, 40 games will incorporate the network.

Besides Coke, Paramount and Intel, other major brands appearing in ads on the network include Nestle, Honda, T-Mobile and Dunkin' Donuts.
In a research note last month, Harris Nesbitt analyst Edward Williams suggested the market for dynamic in-game ads could be in the "hundreds of millions to even billions of dollars annually," with the potential for sharp growth rates.
But Williams also suggested there were significant hurdles -- not the least of which was ensuring advertising did not dominate game-play.

"How companies generate incremental revenues through ads will be critical to the consumer's willingness to put up with it. In other words, a successful campaign will blend in with the rest of the game -- maybe even add to the realism of the product," he said.

Source.

More in Tux Machines

Radeon vs. NVIDIA Performance For HITMAN On Linux With 17 GPUs

Last week Feral Interactive released the much anticipated Linux port of HITMAN, which debuted for Windows last year. Now that there's benchmark support for HITMAN on Linux, I have been running a number of tests for this game that's powered by the Glacier Engine and making use of OpenGL for rendering on Linux. In this article are our initial AMD Radeon performance figures making use of the RadeonSI Gallium3D driver compared to NVIDIA's driver and the assortment of GeForce results published yesterday. Read more

How China Mobile Is Using Linux and Open Source

China Mobile is one of the biggest telecom companies in the world, with more than 800 million users in China -- all of whom are served with open source technologies. During the 2016 Mobile World Congress, China Mobile declared that the operational support system running their massive network would be based on open source software. China Mobile is not alone; many major networking vendors are moving to open source technologies. For example, AT&T is building their future network on top of OpenStack, and they have invested in software-defined technology so significantly that they now call themselves a software company. Read more

Today in Techrights

today's leftovers

  • [elementaryOS] AppCenter: Funded
    A few moments ago, we hit 100% funded for our AppCenter campaign on Indiegogo. Thank you, backers! More than 300 people backed us over just two weeks to help bring our pay-what-you-want indie app store to life.
  • Linux Lite To Have These New Features In The Next Release Linux Lite 3.4
    ...we contacted the creator of the Linux Lite “Jerry Bezencon” and enquired the upcoming new features in the latest version of the Linux Lite. We have also done a review of the latest available distro i.e. 3.2 (32 bit) so that the readers can understand easily where are the new features headed towards.
  • Buy or Sell? What Analysts Recommends: CMS Energy Corporation (CMS), Red Hat, Inc. (RHT)
  • What Does The Chart For Red Hat, Inc. (RHT) Tell Us Presently?
  • LEDE-17.01 is coming [Ed: it has actually just come out, just like LWN's paywall]
    For some years, OpenWrt has arguably been the most active router-oriented distribution. Things changed in May of last year, though, when a group of OpenWrt developers split off to form the competing LEDE project. While the LEDE developers have been busy, the project has yet to make its first release. That situation is about to change, though, as evidenced by the LEDE v17.01.0-rc1 release candidate, which came out on February 1. Many of the changes made in LEDE since the 2015 OpenWrt "Chaos Calmer" release will not be immediately visible to most users. The core software has been updated, of course, including a move to the 4.4.42 kernel. There are a number of security-oriented enhancements, including a switch to SHA256 for package verification, the disabling of support for several old and insecure protocols, compilation with stack-overwrite detection, and more. There is support for a number of new devices. Perhaps the most anticipated new feature, though, is the improved smart queue management and the WiFi fairness work that has been done as part of the bufferbloat project. It has been clear for some time that WiFi should work far better than it does; the work that has found its way into the LEDE release candidate should be a significant step in that direction. Your editor decided that it was time to give LEDE a try, but there was some shopping to be done first. Getting the full benefit from the bufferbloat and airtime fairness work requires the right chipset; most of this work has been done on the Atheros ath9k driver. So the first step was to go out and pick up a new router with ath9k wireless. That is where the things turned out to be harder than one might expect.
  • Microsoft Faces European Privacy Probes Over Windows 10
    Microsoft Corp. faces a coordinated investigation by European privacy regulators after it failed to do enough to address their concerns about the collection and processing of user data with a series of changes to Windows 10 last month. European Union data-protection officials sent a letter to Microsoft saying they remain “concerned about the level of protection of users’ personal data,” according to a copy of the document posted by the Dutch watchdog Tuesday. Regulators from seven countries are concerned that even after the announced changes, “Microsoft does not comply with fundamental privacy rules.”