MASSIVE SPEEDS TIME-TO-REVENUE FOR DEVELOPERS, PUBLISHERS

Version 2.5 of AdServer Technology Decreases Integration Time, Delivers Advanced Reporting

NEW YORK, NY — JULY 25, 2005 — Massive Incorporated, creator of the world’s first video game network, today announced version 2.5 of its AdServer technology. Massive’s continued technological innovation means even simpler integration for game developers and a faster path to revenue generation through participation in the Massive Network. Advertisers will see more advanced reporting and campaign flight flexibility, providing greater insight and customization for their ad buys.

Massive’s technology makes possible image, audio, and video dynamic ad delivery with complete campaign measurement, geographic and demographic targeting, and comprehensive reporting.

The upgraded technology adds to the already powerful capabilities of the Massive Network that offer significant benefits for developers, publishers and advertisers. With version 2.5, developers will see improved efficiency for the integration of the Massive AdClient software into the game. Developers, publishers and advertisers will also gain more advanced and detailed reporting from the enhanced Massive AdServer.

Massive’s partnerships with 20 premier publishers have created an unparalleled game pipeline. Global, blue-chip advertisers are increasingly redirecting dollars from other media into games in order to reach their target audience. By aggregating the world’s largest audience of gamers, Massive has established a dynamic network that meets the needs of today’s marketers – a media platform that offers real-time, targeted advertising to a core audience with measured results. Particularly compelling is the attitude of gamers towards the ads themselves. Independent research has shown that gamers see real-world ads as an enhancement of a game's realism when executed to fit contextually within the game environment.

The profit impact for publishers and developers is significant as Massive is delivering $1-$2 in profit per connected title in the network today. At the same time, developers and publishers retain complete control of where all advertising is placed and how it is executed—the creative vision of a game and its functionality are never compromised.

Massive applies a rigorous quality assurance process throughout a title’s life-cycle. Every inventory element is tested in all titles prior to ship, and every ad campaign is tested before it is aired across the network. Developers and publishers also receive substantial creative services support as Massive provides resources to assist with ad placement and design. The quality of the ad delivery and game play experience is critical for developers, advertisers and gamers alike. Integrating into Massive’s Network involves no costs to publishers and developers.

“Our enhanced AdServer technology provides the most efficient solution for developers to integrate in-game advertising into their titles,” said David Sturman, VP of Technology for Massive. “Advertising served into games through the Massive Network allows developers and publishers to more quickly profit from the content they deliver in the ever more complex and costly game development environment.”

With the game industry facing increasing costs fueled by rising development and marketing expenses, dynamic advertising is seen as a critical revenue opportunity for all parties.

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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