Activision and video game advertising network Massive, a subsidiary of Microsoft, have announced that Activision titles Guitar Hero III: Legends of Rock
and Tony Hawk’s Proving Ground
have been added to the Massive Network, allowing in-game advertising to be updated in real-time.
According to the companies, Massive ads served into Guitar Hero III
will be "contextually relevant" to the rock venues in which players perform. As for Tony Hawk's Proving Ground
, the ads will be "tailored to real-world skating environments," offering marketers visibility in each title's specific demographics.
The joint announcement didn't specify which SKUs of either multiplatform title would be used, but since Massive has been a wholly-owned subsidiary
of Microsoft since May of 2007, it has historically worked with Microsoft-specific platforms such as the Xbox 360 and PC.
Activision VP of new franchise and business development David Pokress said, “Our partnership with Massive provides a highly effective advertising solution for brands and marketers while enhancing the realism and preserving the creative integrity of our leading titles. We’re pleased to add two more of our premier titles to the Massive Network.”