Officials from video game advertising company Massive Incorporated have announced an agreement with casual gaming site Miniclip.com to deliver targeted advertising to the site’s 21 million unique monthly users.
Massive will introduce dynamic advertising, including video adverts, into a number of Miniclip online games. Miniclip game players are described as predominately aged 18 to 35, with a 60/40 male to female split. This broader casual gaming audience stands in contrast to higher-profile, more 'hardcore' market of Massive’s other signed games, which include massively multiplayer online (MMO) game Anarchy Online
and Ubisoft title Splinter Cell: Chaos Theory
, although the company did recently announce
a deal with advergaming specialists Skyworks for that company's casual gaming network.
"This is a huge audience for our advertisers. Miniclip.com players are the target market for many major advertisers, so this agreement makes perfect sense for Miniclip, Massive and our advertisers," commented Massive CEO, Mitch Davis.
Miniclip.com CEO, Robert Small added, "The Massive network delivers a caliber of advertisers in a streamlined way that would be very difficult to replicate on our own. Their technology makes it easy for us to manage in-game advertising, whilst they can seamlessly benefit from the huge number of Miniclip game players."
The first adverts are due to appear in a number of games on the Miniclip site in September. This new deal marks the latest expansion for Massive, which yesterday announced a deal with Sony Online Entertainment
to introduce advertising to MMO PlanetSide
. The company also recently launched
full-motion video and audio ads and version 2.5 of its AdServer technology.