Activision and Massive Agree to Multiyear, Multititle In-Game Advertising Partnership

NEW YORK — Dec. 3, 2008 — Massive Inc., a wholly owned subsidiary of Microsoft Corp. and a leading network for video game advertising, and Activision Publishing Inc., one of the world’s premier game publishers, today announced a multiyear, multititle agreement to deliver dynamic in-game advertising into titles on Xbox 360 and PC platforms. Activision’s powerhouse franchises “Guitar Hero: World Tour” and “James Bond: Quantum of Solace” are among the 18 titles included in the deal.

Activision and Massive have successfully worked together on “Guitar Hero III: Legends of Rock” and “Tony Hawk’s Proving Ground,” running more than 330 campaigns with more than 225 advertisers.

“We’ve worked with Massive to create and place relevant ads in ‘Guitar Hero,’ and we’ve seen great results,” said Stephanie Charlebois of Goodby, Silverstein and Partners, agency of record for the California Milk Processor Board. “The youth demographic is harder and harder to reach through traditional media, so this combination of Massive’s network and Activision’s enormously popular titles allow us to reach millions of young adults when they are active and engaged.”

“Activision creates some of the best content in the gaming industry,” said JJ Richards, general manager of platform services for the Advertiser and Publisher Solutions Group at Microsoft. “With so many amazing titles added to the Massive network on a multiyear basis, advertisers are better able than ever before to plan in-game advertising alongside other forms of media. This partnership further establishes the Massive network as the medium for advertisers to reach their desired audience.”

“Our partnership with Massive has been successful over the last two years. This long-term partnership allows us to continue to deliver dynamic in-game advertising to the immensely popular Xbox 360 platform as well as the PC,” said Dave Anderson, head of business development at Activision Publishing. “By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company.”

Additional game titles and franchises in this deal include Tony Hawk, “Transformers: Revenge of the Fallen” and AMAX Racing.

About Massive Inc.

Massive Inc., a wholly owned subsidiary of Microsoft Corp., 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 300 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 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 Activision Blizzard, Inc.

Headquartered in Santa Monica, California, Activision Blizzard, Inc. is a worldwide pure-play online and console game publisher with leading market positions across all categories of the rapidly growing interactive entertainment software industry.

Activision Blizzard maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Romania, Australia, Chile, India, Japan, China, the region of Taiwan and South Korea. More information about Activision Blizzard and its products can be found on the company’s website,

About Microsoft Advertising

Microsoft Advertising provides world-class advertising tools and solutions for digital advertisers and publishers to drive brand and consumer engagement. The portfolio includes all of Microsoft’s digital advertising businesses: its global media network that includes MSN, Windows Live, Office Live, Xbox LIVE, Live Search, Facebook and more, and its global technology platforms and tools that include Atlas, AdECN, adCenter, DRIVEpm, Massive and ScreenTonic, which together create engaging digital advertising experiences for their consumers. Microsoft Advertising helps make buying and selling media simple, smart and cost-effective across media and devices in the Microsoft network of properties and beyond, which spans 42 markets globally and 21 languages. Visit for more information.

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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