In-game advertising agency Massive Incorporated and noted advergame developer Skyworks Technologies, Inc. have announced a partnership that will see Massive’s in-game advertising technology integrated into Skyworks’ casual games. Skyworks, which describes itself as a developer of casual games for cell phones, console systems, and pay-to-play web-based games, including titles such as Texas Hold'em and Monster Trucks for Game Boy Advance, and advergames for BMW, Campbell Soup, GlaxoSmithKline, MTV, Pepsi, and Toyota, will see its portfolio of casual games integrated with Massive’s advertising in a joint network. Trying to tap the large potential of the casual games market, Massive looks to emulate the success of television or movie theater advertising by marketing blue-chip advertising to video games. It recently launched its in-game advertising network in titles including Ubisoft's Splinter Cell: Chaos Theory and Funcom's PC MMO Anarchy Online, as well as Mall Tycoon and Ski Resort. In relation to this announcement, CEO Mitch Davis commented: "By partnering with Skyworks, Massive will extend its proven technology and powerful video game network into the casual online games segment. Our advertising partners will now be able to target both the broad online gaming audience and the core, youth gaming demographic, based on their specific brand needs."