In-Game Branding Gets Creative

Microsoft intends to transition newly acquired in-game ad network Massive Inc. from static placements inside games to ads where players can interact with brand names, reported Mediapost. Microsoft also intends to integrate the Massive network into Microsoft's Xbox Live online gaming system, as well as MSN Games.

These new developments follow last weeks estimated $200-400 million acquisition of Massive Inc. by Microsoft.

"We will monitor how consumers react to existing ads and evaluate their input in test scenarios," the spokesman said. "Then, together we will innovate where it makes sense--whether that be existing billboards and store fronts, 3D objects, videos, or interactive placements where you can engage with the actual brand."

It's a whole new branding world, which some recent media reports have predicted its tremendous growth to more than $2 billion. But rather than just watch it grow ... don't you wanna play?