In-game advertising company Massive Incorporated has announced that it has now launched full-motion video and audio ads as part of its in-game ad network. These advertisements, included in the free-to-play version of Funcom's PC MMO Anarchy Online, have initially been booked from advertisers Panasonic and UK television station Channel 4. The video and audio ads start playing on in-game billboards, plasma screens or other appropriate locations when gamers enter select areas or zones within the game, and can be used to dynamically deliver television equivalent 15-second advertising spots as well as audio messaging into the game environment. In making this announcement, Massive has taken care to note that, according to the company, 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," commented Mitch Davis, CEO of Massive. In addition, Massive has also announced version 2.5 of its AdServer technology, which makes possible image, audio, and video dynamic ad delivery with complete campaign measurement, geographic and demographic targeting, and comprehensive reporting. According to the company, it is now delivering $1-$2 in profit to the publisher/developer for each individual online-connected Massive-compatible game in the network today.