In-game advertising looms as Microsoft acquire Massive

News - New deal sees ad network fall to Redmond

The potential for an eventual implosion of the videogame industry took another frightening step forward today as Microsoft Corp. announced its acquisition of Massive Inc., the New York-based outfit responsible for a world-leading network within videogame advertising. Microsoft will now use Massive to integrate real-world adverts for modern everyday products into its range of online videogame releases. Applicable usage would see genuine adverts on otherwise generic billboards, posters, soft drink cans, TV sets, pizza boxes, or anywhere a gamer would expect - and accept - their placement, to increase the believability of the overall experience.

The move is apparently designed to help advertisers reach the 'elusive' 18 to 34-year-old male demographic that presently watch less TV and play more videogames (what about the vast hordes of girl gamers within the same age range?). "Massive and Microsoft can help lead with our shared vision of delivering more targeted, measurable and effective opportunities for advertisers to reach today's youth audience in a largely untapped market," said Joanne Bradford, corporate vice president of Global Sales and Marketing and chief revenue officer at Microsoft.

Both Microsoft and Massive are pledging to prioritise gamer satisfaction at all times by implementing rigorous standards before ads can be cleared for inclusion, and also to ensure that ads are best used to hone realism and entertainment value without detracting from gameplay. "Joining forces with Microsoft will allow Massive to deliver even greater benefits for advertisers, game developers and gamers through one of the world's largest, most comprehensive online networks," said Mitchell Davis, CEO of Massive Inc. All around benefits such as publishers offsetting increasing videogame development costs, which then filters down to gamers by maintaining affordable retail prices and opening possibilities to free online content and tournaments, etc. "While our current business relationships will remain in place, with Microsoft we have the prospect of extending our technology into a vast array of new markets and online environments."

Fair enough, you might think, but this site fails to see how the gamer in any way benefits from this deal beyond maintaining affordable prices (which, frankly, are already beyond affordable) and the promise of free online content. What's more worrying here is the likelihood of certain gaming styles and genres being suddenly abandoned by publishers in favour of those that provide platforms for revenue-boosting adverts. Commercials for modern products in Halo, Half-Life, Doom, Animal Crossing, Katamari Damacy, Legend of Zelda, etc., would absolutely sully the gameplay experience and therefore be deemed unacceptable for inclusion. Are we now on a road to nothing but war-based shooters in urban environments, endless street-racing rehashes, and mundane sporting sequels? Please say it isn't so.