FAQ
1. Is Massive a game publisher?
No. Massive IncorporatedSM is an audience aggregator
and technology provider; it does not publish, nor does
it intend to publish, any of its own games. Massive's aim
is to accumulate a large audience of gamers to create a
new advertising channel made up of a dynamic and ever-expanding
network of games.
Massive will partner with established Publishers to create this network, with Massive providing the technology, selling the ads, and overseeing their delivery in exchange for the exclusive rights to sell ads within the Publisher's games.
Publishers will choose which games will participate in Massive's network, while Massive will match Advertisers with games that meet their criteria.
2. How do I buy Massive's audience?
Using the same criteria you would in other media—you
choose the number of impressions you would like served and
the campaign flight dates.
Unlike previous approaches to advertising inside games
(product placement, sponsorships, etc.) Massive's channel
is not dependent on any single game becoming a hit with
the gamer audience or maintaining a certain level of popularity
throughout its lifespan.
Massive's network approach means that Advertisers may purchase
ads that will be dynamically served into Massive's network
for a certain period of time with a guaranteed number of
impressions – no more and no less—that meet
clients' criteria.
3. Can I time my ads?
Absolutely. Massive's network approach means Advertisers
can reach gamers over an exact period of time. Because ads
are served dynamically to games over the Internet, Advertisers
can start and stop campaigns at the flip of a switch.
By distributing ads across an active network of successful,
established games, Massive can guarantee impressions delivered.
4. What do creative units look like?
There are many options. Ads are displayed within the games
in a variety of contexts—a billboard appearing in
the game might display what was originally a billboard-sized
ad, while an Advertiser's logo might appear elsewhere. Massive's
Game Publisher partners decide which areas in their games
will display ads, as well as their size. Some ads may appear
fleetingly in the background as a character whizzes by,
while other gamers might choose to zoom in for a closer
look.
Massive uses a number of criteria to judge the value of these impressions and passes along the cost accordingly. Advertisers should contact a Massive sales representative to discuss the best use of creative to fulfill their needs.
5. What do you mean by “dynamic” ads?
Until now, all advertising appearing inside video games
was hard-coded into the software during the development
process. Hard-coded ads appear in every copy of a game shipped
for as long as a game is sold. In addition, hard-coded ad
campaigns have to be completed almost one year before a
game reaches retail shelves.
Massive and its game publisher partners have replaced this
with a dynamic approach that eliminates hard-coding. Instead,
the Publishers denote certain places within their games
where ads can later appear. As the games are played, we
deliver fresh ad content downloaded from the Massive Ad
Server over the Internet. The player always sees the latest
ad campaigns in the context of the game environment.
In this way, games are transformed from static, permanent
billboards for only a handful of Advertisers into a dynamic,
evolving advertising channel.
6. Can I buy a sponsorship of a specific
game, or a specific spot in a game?
To explore the options for this type of sponsored buy,
