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Auto Assault : In-Game Advertising

Posted Mar 14, 2006 by Jon Wood

The new MMORPG, Auto Assault looks as though it is going to be dipping into the controversial realm of in-game advertising. Today, NCSoft and Massive Incorporated announced that they are pairing up to offer that service in-game.

NCSoft PR Manager, Janna Bureson has been quick to point out that the in-game advertising from this deal would be appearing in Auto Assault only, and would not branch into the company's other games. It is also important to note that in-game advertising hasw not yet been implemented into the game.


Massive to Provide Dynamic In-Game Advertising for the Highly Anticipated MMO, Auto Assault

NEW YORK—March 14, 2006— NCsoft® North America, a leading developer and publisher of online computer games, and Massive Incorporated today announced a strategic partnership to integrate dynamic in-game advertising into the North American and European versions of Auto Assault®, a highly anticipated action-oriented online role-playing game to be released this April.

Auto Assault, created by Colorado-based developer NetDevil® LTD, is the first massively multiplayer online (MMO) vehicular combat game combining the best elements of action games with the most favored qualities and depth of role-playing games. NCsoft develops and publishes some of the most popular MMO titles, with millions of active subscribers worldwide, including City of Heroes®, City of Villains™, Guild Wars®, Lineage® and Lineage II.

“As the world’s leading creator of online computer games, NCsoft is a great addition to the Massive Network and is further proof that we’re bringing to market the single largest, most comprehensive, and popular network of global games for dynamic advertising,” said Nicholas Longano, CMO of Massive Incorporated. “We’re excited to team with NCsoft to incorporate real-life advertising into this cutting-edge, highly anticipated game.”

“We’ve been interested in the concept of in-game advertising for a long time, but only wanted to do it when it made sense for the product and enhanced the game world for our players,” said Dorothy Ferguson, vice president of sales and marketing for NCsoft North America. “This is a great fit for Auto Assault. Massive understands games and has the most seamless and sophisticated process for integrating ads that fit within the game environment. We share a deep commitment to the highest quality game experience for our customers.”

The addition of NCsoft to the Massive Network bolsters Massive’s roster of partners to more than 34 publishers and developers with a total pipeline of over 100 games, representing the single largest video game advertising network.

Massive pioneered dynamic in-game advertising with the launch of the Massive Network in October 2004, and has since partnered with more than 60 blue-chip advertisers to seamlessly deliver ads into more than 45 million game sessions. Massive enables publishers and developers to capture significant new revenues through the aggregation of the video game audience which can be more effectively marketed to advertisers. Developers are able to integrate real-world ad campaigns that are timely and enhance the game environment with more realism.

For more on Auto Assault, click here.

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