Dynamic In-Game Advertising Can Boost Profits From $1 to $2 Per Game Title;
Promising Continued Publisher Adoption of In-Game Advertising
Massive Says Gamer Audience Reach Will Approach 4 Million by End of Year
GAME DEVELOPERS CONFERENCE, SAN FRANCISCO, March 9 /PRNewswire/ -- Massive
Incorporated, the creator of the world's first video game advertising network,
today said it now has agreements with 10 of the leading videogame publishers
in the world who will add a total of 40 titles to the innovative dynamic
in-game advertising network. The company also said early results show in-game
advertising can add up to $2 profit per game, a number that is likely to
attract more publishers to the in-game advertising network in the near future.
The new publisher partners in the network and the titles they bring will
give the Massive Network an advertising reach of 4 million gamers over the
course of a week.
"2005 is going to be the year when delivering real time advertising to the
video game audience becomes a reality for publishers and advertisers," said
Mitch Davis, CEO of Massive. "In just a few short months we will have
transitioned from beta to a full blown media network serving dynamic
advertising to a huge, elusive 18 to 34 year-old male gamer audience, and
driving new revenue for publishers who can invest in developing greater
content."
Publisher partnerships to date include Ubisoft, Vivendi Universal Games,
Funcom, Legacy Interactive, Eidos, and Atari. New worldwide publishers will be
announced separately in the following weeks.
The company also disclosed details of the bottom line impact that it can
provide to titles that run in the Massive Network. Based on data from its beta
phase as well as in-house analysis, Massive predicts that advertising through
the network can contribute $1 to $2 in incremental EBITDA per title, radically
altering the game development and publishing business model by providing a
significant new source of revenues beyond box sales and online subscriptions.
"Our recent announcement with Massive is part of the continuous evolution
of the MMO business models and we're pleased to be at the forefront of this
exciting sea change in the gaming industry," said CEO Trond Arne Aas at
Funcom.
These revenues are especially compelling for publishers who are working in
an ever more complicated environment with greater retail price pressure,
increasing pre-owned game sales, piracy concerns, high pass-along,
skyrocketing licensing fees, and rising development costs associated with next
generation platforms that will be released soon.
The Massive Network will be in full launch phase in late March 2005, and
will include the greatly anticipated "Splinter Cell Chaos Theory" from
Ubisoft.
Massive's In-Game Advertising Network is the first, and only one of its
kind, to allow advertisers to reach an aggregated audience of gamers through
real-time delivery of ads across a network of top-selling video games.
Advertising appears in games on billboards, posters, and other advertising
elements that naturally fit the game environment. Brand marketers can tap into
the nation's largest entertainment industry using a familiar model that is
similar to purchasing television advertising. By delivering ads seamlessly
into the game environment, with no impact on game play or performance, Massive
makes reaching the gaming audience easy.
"The continued endorsement by global publishers, our development and
integration success, and the initial title profit contribution prove that the
Massive team is delivering big time on the dynamic in-game advertising
promise," said Massive CEO Davis.
As advertisers continue to seek new media and ways to reach an
ever-fragmented audience, video games have become the next frontier. But all
video game advertising is not created equal. Product placement, as in the
movies, is a static, unchanging reference to a product in a video game.
Dynamic in-game advertising represents a technological breakthrough that
allows advertisers to directly target the 18-34 year-old male gaming audience
with a cost-effective ad medium that plays into the gamer's lifestyle.
Advertisers purchase impressions in much the same manner as they would plan a
reach and frequency campaign on TV, providing them the ability to plan their
campaigns on regional and time-based programming, with full accountability and
Nielsen measurement. Through Massive's network, the audience is aggregated
across titles to enable advertisers a broad reach on a nightly and weekly
basis, which no publisher could achieve on its own.
About Massive Incorporated
Massive Incorporated is the creator of the world's first video game
advertising network. With its patent-pending technology, Massive dynamically
serves advertising across the world's largest aggregated network of premier
video game titles and delivers measured results on consumer interaction with
this brand messaging. Massive delivers dynamic advertising to 18-34 year old
male gamers and allows publishers and advertisers to finally capitalize on the
largest cultural and economic entertainment force in the world. Massive is
backed by DFJ Gotham, DFJ New England, RRE Ventures, NeoCarta, Tobat Capital,
and Newlight Associates. http://www.massiveincorporated.com.
SOURCE Massive Incorporated
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Related links:
http://www.massiveincorporated.com
CONTACT:
Amy Janzen, +1-866-262-7373, ext. 104, or
amy@sutherlandgold.com, for Massive Incorporated
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