Massive Incorporated recently launched a really cool network to allow for dynamic, real-time placement of ads in online video games. Not only that, but they can track what ads you see, how long you see them, your emotional response, heart rate, shoe size, etc. (Well not all of those, but you get the point.)
So as you drive down the street in some racing game, you may just happen to pass a billboard telling you to go see "Jackass 2" next Friday.
Basically, Massive maintains an ad server that holds recent and relevant ads so that they can be downloaded into the games when appropriate (or when agreed). Ads are served based on game title, length of play and other criteria.
The only question that remains is: How much is too much? Many avid gamers are soured by this feeling it takes away from the experience.
According to an article by the Wall Street Journal (sorry, no link), more and more companies are considering using video games to help convince people to buy their products.
-In 2002, EA Games brokered the first seven-figure ad-placement deal for The Sims Online with McDonald's and Intel
-In 2004, Jeep created an online video game that simulated the experience of driving the Wrangler Rubicon. They found that 500 of the first 1500 cars purchased were purchased by people who had played the game. In all fairness, there's no way to know if they were already interested before the game experience.
The much-coveted 18-35 year old males are spending more and more time on games than TV, so it could be a great opportunity. Massive seems the best placed to take ADvantage of this new outlet. By the way, Massive was acquired by Microsoft this year, so XBox Live will probably be the biggest outlet.
BusinessWeek, "Is That a Video Game -- or an Ad?"
Massive Website
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