MASSIVE VIDEO GAME NETWORK DELIVERS FULL MOTION VIDEO AND AUDIO ADS

New Ad Elements Extend Brand Marketers Ability to Connect With Coveted Video Game Audience

NEW YORK, NY — JULY 25, 2005 — Massive Incorporated, creator of the world’s first video game network, today announced that it has launched full motion video and audio ads from advertisers Panasonic and Channel 4, a leading UK broadcaster. The Panasonic and Channel 4 spots are running in Anarchy Online, a top multiplayer online game published by Funcom.

The video and audio ads start playing on billboards, plasma screens or other appropriate locations when gamers enter select areas or zones within the game. This ground-breaking new advertising element has two distinct applications. It can be used to dynamically deliver television equivalent 15-second advertising spots as well as audio messaging into the game environment.

Just as with all of the ad executions that Massive has been serving in its network of top titles, the video and audio ads only appear in locations selected and approved by the game’s creative developers and do not interfere with game play, functionality or bandwidth.

“Delivering dynamic, video and audio creative to the gaming audience represents a true milestone in the evolution of video games as an advertising medium,” said Mitch Davis, CEO of Massive. “Marketers can now utilize the power of this form of advertising in the game environment, and publishers and developers can integrate this brand messaging so that it enhances realism and the entertainment experience.”

The Massive Network is the first and only of its kind to deliver dynamic advertising seamlessly to an aggregated audience across premiere video games titles. Advertisers receive full insight into campaign delivery and have full flexibility to adjust campaigns in real-time. Since the network went live in October 2004, Massive has delivered campaigns from over 30 premier brands. Advertisers representing all major categories include Best Buy, Coca-Cola brands, Comcast’s G4, GameFly, Honda Element & Honda S2000, Intel, National Highway Traffic Safety Administration, Nokia, Panasonic, Paramount Pictures, Sci-Fi Channel, T-Mobile, Universal Music Group, Verizon DSL, and Warner Bros.

“Communicating with an audience that has a sophisticated appreciation for video and graphics really requires that we push the envelope with creative that will appear in the middle of a game,” said Sean Black, Senior Vice President, Beyond Entertainment, the youth and entertainment division of Beyond Interactive. “With these video elements, Massive has opened a new world for video game advertising.” In association with Grey Advertising, Beyond developed the advertising program for Panasonic; Renegade Marketing developed the ad creative.

The Massive Network enables publishers and developers to capture incremental revenues through the aggregation of a much larger audience that can be more effectively marketed to advertisers. Developers are able to integrate real-world ad campaigns that are timely and enhance the game environment with more realism.

“We are excited to be the first game developer and publisher to utilize the video and audio advertisements created by Massive,” said Trond Arne Aas, Funcom's CEO and President. “Massive continues to drive the innovation in video game advertising with technology that is efficient to integrate and works seamlessly within the game.”

How it Works
The Massive AdClient SDK integrates into video game engines at the development stage and handles all connections and communications with Massive’s AdServer, allowing the game to dynamically download advertising, contextually into the game. The technology works across all platforms.

The functionality of the video and audio ad elements can be altered to meet the game environment. Game developers decide where the ads are placed and how the video and audio units work. These ads can begin playing when the gamer enters a certain area or zone, when the gamer comes within certain proximity of the ad, or even when a particular action or event occurs within the game. Like all Massive advertising, full sound and motion elements are measured as 15-second cumulative impressions. The Massive technology fully captures ad delivery activity on an aggregated basis, preserving the privacy and security of all players. Data is reported in an aggregated format—no individual information is gathered, and Massive does not store cookies or other persistent information on individuals’ computers.

About Massive Incorporated
Massive Incorporated has created the world's first video game network across all platforms. With its patent-pending technology, Massive dynamically serves advertising across the largest aggregated network of premier video game titles and delivers measured results on consumer interaction with this brand messaging. Massive has partnerships with 20 leading game publishers, over 30 blue-chip advertisers, and has served over six million game sessions, to date. Massive allows publishers and advertisers to capitalize on the largest cultural and economic entertainment force in the world. Massive was selected to AlwaysOn’s 2005 list of top 100 private companies. Massive is backed by DFJ Gotham, DFJ New England, RRE Ventures, NeoCarta, Tobat Capital, and Newlight Associates. www.massiveincorporated.com.

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