Activision’s “Guitar Hero III: Legends of Rock” and “Tony Hawk’s Proving Ground” Join Massive Network

NEW YORK, and SANTA MONICA, CALIF — Nov. 14 — Activision Inc. (Nasdaq: ATVI) and Massive Inc., a wholly owned subsidiary of Microsoft Corp. 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.

Said Cory Van Arsdale, CEO of Massive, “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.

About Microsoft Advertiser and Publisher Solutions

Microsoft Advertiser and Publisher Solutions (APS) provides world-class advertising platforms and tools for advertisers, agencies and publishers. Its mission is to make buying and selling media simpler, smarter and more cost-effective across media and devices in the Microsoft network of properties and beyond. The APS portfolio includes Microsoft adCenter, Atlas, DRIVEpm, Massive and ScreenTonic. APS businesses span search, display, and emerging media including mobile, gaming, video on demand, and IPTV. To learn more, visit

About Activision, Inc.

Headquartered in Santa Monica, California, Activision, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Founded in 1979, Activision posted net revenues of $1.5 billion for the fiscal year ended March 31, 2007.

Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision and its products can be found on the company’s World Wide Web site, which is located at

About Massive Inc.

Massive Inc., a wholly owned subsidiary of Microsoft, is the creator of a leading network for dynamic video game advertising. The Massive Network offers advertisers the ability to engage an aggregated gaming audience in real time across multiple platforms. Over 100 blue-chip advertisers have run campaigns across the Massive Network throughout North America and Europe. Publishers in the Massive Network generate revenue through dynamic in-game advertising, enabling them to fully realize the value of their content while preserving and enhancing the game experience. Massive’s technology allows for all forms of downloadable media and advertising content to be contextually integrated into the game environment, including image, audio, video and game object formats. More information can be found online at

About Microsoft

Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

Note to editors: If you are interested in viewing additional information on Microsoft, please visit the Microsoft Web page at on Microsoft’s corporate information pages. Web links, telephone numbers and titles were correct at time of publication, but may since have changed. For additional assistance, journalists and analysts may contact Microsoft’s Rapid Response Team or other appropriate contacts listed at

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