massive
Latest
Deadliest Catch giving away free MS points ... don't get too excited
Microsoft is partnering on some Discovery Channel ad buy to promote Deadliest Catch -- it's a show about crab fisherman and a badly reviewed game -- but the only things worth caring about are the free MS points being given away. The campaign will have "a number of click-to-video executions across the Xbox LIVE platform with a call-to-action Deadliest Catch Text to Win Sweepstakes. The sweepstakes provides viewers with a specific mobile SMS code to text for a chance to win Microsoft Points."Microsoft and Discovery will give away a whopping 2 million MS Points to 5,000 winners during the promo ... hey, wait a minute. Let's do the mathematicals on that: 2,000,000 MS points / 5,000 people = 400 MS points. So, they're giving out $5 XBLM redemption codes? Oh well, guess it's $5 those 5,000 folks didn't have before. Full details about the promotion can be found here.
Massive at MI6: Blizzard is an "around game" ad success
Not only did Blizzard clean up at the MI6 awards (and yes, that's not to be confused with the British Intelligence Agency that some dude named Bond works for), but their partners at Massive also gave a presentation there. Who's Massive, you ask? You may not know their name, but you've already seen their work: they're the company, related to Microsoft, that Blizzard has hired to run their ingame and in-software ads.During the presentation, the rep from Massive, JJ Richards, talked about the three types of advertising that they're running: in-game, around game, and for game. In-game is what you usually see in EA's big sports titles: big billboards that sport real-life brands, or even in-game items like cell phones and clothing that advertise real objects. World of Warcraft obviously isn't much of a candidate for that type of advertising, but Massive does cite them as a huge success for the second type, "around game": they take full credit for the ads over on the forums, as well as the ads we'll eventually see in the Starcraft and Diablo Battle.net interfaces. Strange that they didn't mention the gold ad slipup (/sarcasm). He also suggests putting ads in the WoW launcher, but at least agrees that those will have to be extremely game-related if they're going to get away with it.And the third type of advertising Massive does is "for game," where they use the various Microsoft properties like Xbox Live and Hotmail to do targeted advertising at gamers -- using Netflix queues on Xbox to shape Hotmail ads, and so on. If that all sounds sneaky, so be it (don't forget that this presentation was made to a bunch of marketers, not necessarily actual gamers). But it sounds like Blizzard has made a nice big deal with Massive (despite the fact that we're still paying a tidy subscription fee every month), so whether we like it or not, we're going to be seeing exactly what they're planning in our games in the future.
Ubisoft gets bigger by picking up Massive Entertainment
Massive Entertainment, developers of World in Conflict and the Ground Control series, have a new home at publisher Ubisoft. The Swedish studio was let go by Activision Blizzard following "The Merger." Clearly, despite Massive's quality work, WiC and the studio's RTS proficiency lacked the "potential to be exploited" by Blizzavision.Neither the teams next project nor the details of the financial transaction were disclosed by the publisher. Last we'd heard, Blizzavision still owned the rights to World in Conflict, but we've contacted Ubi to find out if it took the rights in the transaction. If it didn't, expect a new RTS franchise (unless the studio totally goes in a new direction) the next time Massive announces what game it's working on.Update: Ubi confirmed with us that it did receive the World in Conflict rights in the acquisition.
Obama billed $44.5K for in-game advertising
How much did it cost 2008 US Presidential Candidate Barack Obama to put ads inside of Burnout Paradise and other titles? According to a Federal Election Commission filing (via Gamespot), Obama's campaign sent $44,465.78 to Massive Incorporated to run in-game advertisements, from October 6 to November 3, in 18 separate titles. The real winner of these in-game ads, of course, was Tim the Paradise City Street Sweeper.Comparatively, the campaign has spent a estimated total of $205 million on TV ads, about $4 to $5 million of which was for last night's 30-minute infomercial on CBS, NBC, MSNBC, Fox, BET, TV One and Univision. Fun statistic: The amount spent on TV ads was 455,555% higher than in-game advertisement. According to previous statements, Massive had approached the McCain campaign about doing a similar advertising deal, but they had passed on it.
X3F Impressions: World in Conflict: Soviet Assault
Real-time-strategy isn't exactly the largest, most well rounded genre on the 360, and while we have seen Lord of the Rings and C&C3 do relatively well on console, there still isn't any kind of breakout hit. While the appropriateness of RTS to consoles is debatable (as is the likelihood of there ever being a breakout hit) the games that choose to go that route are nevertheless getting better. World in Conflict: Soviet Assault will be the next big real-time-strategy release on 360 and it improves on the console-specific tweaks made to past console RTS games. First and foremost, the game's camera is not controlled like a typical RTS, where the angle is set, and the camera only zooms in or out. The camera is controlled exactly like a first-person-shooter, meaning that the player can aim the camera parallel to the ground if they so wish. It also means that any players who are coming from console FPS play will be able to feel at home much faster than they otherwise might. %Gallery-21638%
EA and Massive ink in-game ad extension
In-game advertising. Just saying the words invoke anger to Bruce Banner proportions for some gamers. Today EA and Massive announced a two-year extension you should probably go shopping for purple shorts.Bringing advertising to such EA hits as Burnout, Madden, NBA Live, NHL and Nascar to the Xbox 360 and PC means that Microsoft owned in-game ad firm Massive and EA will continue to mask our gaming worlds with ads marketed for 18 to 34 year-old males. Gamers from other consoles shouldn't consider themselves lucky though, soon enough Xbox 360 owners will be able to download the Burger King Whopper Launcher in Army of Two for a mere 250 MS Points*!*Oh, I hope that joke doesn't come back to bite us.[Via Joystiq]
EA, Massive extend in-game ad deal through next two years
We can expect ads to continue to be shoved down our throats in games from Electronics Arts as the company has extended its deal with Microsoft's in-game ad firm Massive to offer dynamic ads in games for the next two years. While Massive will continue to offer in-game ads in existing titles from EA, such as the recently released Burnout Paradise, the new deal will allow more advertisers to continue to hawk wares in existing titles, as well as in upcoming games -- including the next two Madden, NBA Live, Nascar, and NHL releases. According to EA, ads will focus on appealing to guys between the ages of 18 and 34, but interestingly will just be served to versions released for the Xbox 360 and PC. For players on other platforms looking for a similar experience, might we suggest taping up ads from your Sunday circular to the television while playing -- at least that way you have the option to take the nuisances down.
A legal, in-game "Wal-Mart" of virtual goods coming to an MMO near you
Two very large names have joined forces to help battle the illegal (and increasingly annoying) digital Black Market that exists to sell virtual in-game goods. Backed by $24 million in investment money, Mitch Davis (the former Massive in-game-ad firm founder) and Sony Pictures Digital vet Andy Schneider will launch Live Gamer, a publisher-supported service that creates a secure platform for real-money purchase and the sale of virtual goods.Already on board are MMOs and virtual worlds from Funcom GMBH, Sony Online Entertainment, 10Tacle Studios, Acclaim, GoPets and Ping0 Interactive (the company that provides access to the online, multi-player component of Hellgate: London), and they're willing to work with any publisher. With backing such as this, we may soon see a siesmic shift in the virtual goods landscape.Nearly every MMO is now plagued by these despicable gold farmers and Real Money Traders bent on selling their warez, regardless of their legality. Even my beloved City of Heroes and Villains has recently been targeted with endless spam that fills in-game Email boxes and brazen "live" players (often named "jkjkljlkj") who will approach you trying to offer their services. A concerted effort from within the industry itself to stop these griefers is long overdue. Hopefully this will be the spark that ignites a widespread change.
Guitar Hero, Tony Hawk getting in-game ad treatment
Anyone who's spent even a little time rocking out to Guitar Hero III has likely noticed the game's heavy-handed approach to product placement, with stages littered with cans of Red Bull and billboards hocking everything from Axe Body Spray to Pontiac. The whole thing feels oppressive and graceless as even the game's underground rock venues are reduced to feeling like props to corporate shilling. And things are likely to get worse before they get better, as Activision today announced that it has inked a deal with Microsoft-owned Massive to provide in-game ads in not only Guitar Hero III, but Tony Hawk's Proving Ground as well. The two titles have been added to the growing Massive Network advertising collective, which also includes Activision's Transformers adaptation, and will made to include "contextually relevant" dynamic ads. Interestingly, it's unclear if this partnership extends to all versions of the affected (afflicted?) games, or just those for Microsoft's console. What is clear, however, is that as games are now a big business, more and more companies are beginning to get in line for their slice of the money pie, and while game companies and advertisers reap the benefits of this arrangement, gamers are left holding the controller wondering just when their games became interactive commercials.
Our world will not be in conflict until 2008
Today, Sierra Entertainment sent word that their Cold War based RTS World in Conflict will not be releasing to the Xbox 360 this year and is instead being pushed back into 2008. World in Conflict is currently available on the PC and was originally slated for a November release on the 360 until today's delay news broke. But the delay may be worth the wait with reviews for World in Conflict generally favorable and it pulling in an average of 91 on metacritic. So, if Massive Entertainment does a good job of translating this RTS over to the conosle realm then World in Conflict just might be something of interest come 2008.
World in Conflict not conflicted about 360
Rumored earlier this month, Sierra has confirmed today that the Massive Entertainment RTS, World in Conflict, is heading to the Xbox 360. The PC version is expected in September with the 360 version following sometime after. No date has been given, but an official announcement is expected soon. World In Conflict looks to set itself apart from other RTS games, such as Command & Conquer 3, by doing away with resource management and a fixed camera. 1UP notes that the game also features Tears for Fears (we'll let you guess which song). Check out the official World in Conflict website for plenty of images, videos, and info.
Today's overkilliest video: Nerf Druid
Finally, some hard video evidence that druids are a bit too overpowered in World of Warcraft. You can't really argue after seeing this video. Could your poor warlock, paladin, or shaman stand up to this? We highly doubt it. Hopefully Blizzard will heed the call and scale back on the druids just a tad, because while some of the other classes are pretty powerful, this one goes to 11.
DIY Xbox 360 controller only slightly bigger than the 'Duke'
This controller is just a couple of millimeters larger than the Xbox's original controller, so if you're looking for a throwback to that, or something that can double as the monolith in 2001: A Space Odyssey, then look no further. Sibling site Xbox 360 Fanboy has posted a link to instructables.com, where you can learn how to make one of your very own to hold and to love, and to use as a bed.When we say massive, we really mean massive. There is no doubt that they could have also housed a couple of 360s inside this thing, hooked it up to two TVs, and made a Gears of War/Halo 2 gaming machine all in one.. A controller at each corner of the box, embedded plasma screens, surround sou ... okay, granted that's taking it a bit too far.In a day and age of miniaturization, it's nice to see someone maximizing things. We'd really like to see a DS Lite this big, aw yeah.
Nintendo: attack for massive damage!
While Joystiq might not be prepared to let go of the whole "attack the crab for massive damage" thing, we're a little more mature. We'd never stoop so low as to kick Sony while they're down, or their fans for that matter. We're mature, thoughtful individuals who treasure our relationship with competing companies. As such, we can't really speak for Nintendo, who took a chance to make fun of Sony through their Touch Generations site for 42 All-Time Classics, or Clubhouse Games. In the chat section, a small thumbnail shows that one must "shake the soda for massive damage!" [Thanks Dennis!]
Study shows more support for in-game ads
According to oddly-capitalised research agency comScore Networks, gamers are a ripe target for marketers. With almost 50% of all Internet users apparently reading game sites, reaching out to these 76 million consumers is big business.The survey also looked at attitudes to in-game advertising amongst heavy and light gamers. Heavy gamers are more familiar with the concept of in-game ads, and are also more likely to buy products advertised in-game. The conclusion across all types of gamers leans towards the inevitable -- in-game ads will be a feature of the future.With only 800 gamers surveyed, a larger segment may produce vastly different results, but these statistics are encouraging for firms like Microsoft's Massive who are working within this market.[Via Gamasutra]
How do ads in games benefit gamers?
Joystiq reader "Pickypants" asked a great question earlier this morning in our post about Microsoft's acquisition of Massive Inc. He asked, "how -- specifically in games -- will ads give a benefit to the end user?" First, just to get this out of the way: we know that ads can be evil. We'll be the first to slam anyone that clumsily inserts advertisements into a game in such a way that it hurts the in-game experience. That's a given! But let's move past the issue by assuming for a moment that advertisers, developers and publishers are aware of gamer alarm over the prospect of in-game ads. These parties know that they'd be hurting their businesses if they were to bludgeon gamers with ads because the resultant backlash would dampen game sales. Context laid, let's answer the question:
Microsoft's Massive acquisition now official
Last week's news that Microsoft would be acquiring video game advertising firm Massive Inc. for between $200 and $400 million was confirmed by Microsoft on Thursday. According to a Microsoft press release, Massive’s technology for inserting advertising into games will be integrated across Microsoft properties including games on MSN and games played within MSN Messenger. (It's a given that certain Windows games will continue to incorporate the technology, depending on whether the developers and publishers of those games wish to incorporate it.) Approximately 60% of Xbox 360s are connected to Microsoft's Xbox Live service. If that connection ratio stays constant even as the number of Xbox 360s sold increases, Microsoft will be able to promise advertisers the ability to deliver ads to millions (if not tens of millions, depending on how Microsoft fares versus the PS3 and Wii) of net-connected console gamers.
Microsoft munches Massive Inc.
Just when you thought Microsoft could get no more massive, The Wall Street Journal reports that Microsoft is acquiring New York-based video game advertising company Massive Inc. for between $200 million and $400 million.We're not sure what took the Journal so long. We totally saw this one coming, like, four months ago. What's that sound? It's a cash register ringing up revenue stream #17 for Microsoft's growing gaming business. Don't remember the others? Here's a refresher on just the Xbox-related streams: (1) Xbox Live subscriptions; (2) royalties from Xbox Live Arcade titles (direct digital distribution 4TW); (3) Xbox Live sponsored weekends; (4) Peripherals; (5) That "artist of the month" music video distribution deal that we've never bothered to write about but that you can be sure Microsoft is getting paid handsomely for; (6) royalties on every Xbox 360 game sold; (7) direct revenues from first-party game sales; (8) Movie trailers (surely, Microsoft's not paying movie theaters to place trailers on the 360); (9) DirecTV on the 360; (10) Xbox gear; (11) game-to-movie royalties; (12) Sound tracks; (13) books based on games; (14) digital tchotchkes purchased with Microsoft points; (15) royalties on content packs and episodic game content (16) sales of the consoles themselves...
Massive Auto Assault in-game ads announced
Several Joystiq readers are anticipating NCsoft's upcoming cliché-busting MMO Auto Assault, but this news might come as a shock. NCsoft have teamed up with in-game advertising firm Massive Incorporated, who will be bringing "real-life advertising" into the post-apocalyptic world of Auto Assault.While NCsoft's Dorothy Ferguson seems confident that the ads will fit within the game environment, the futuristic feel of the game doesn't immediately strike us as a suitable setting for modern-day adverts. No word has been released yet on this partnership's effect on pricing; it may drive the monthly subscription cost down, but don't bet on it.For those interested in experiencing the world of Auto Assault ad-free, there's an open beta (US link) (European link) this weekend, marking the final phase of beta for non-preorder customers.
In-game ad network says 'stay in school'
In-game advertising is on the rise, and while most ads you might see in games are reasonably well placed, there are some ad campaigns that pander more to the advertiser than the specific game setting. This latest development is along the same lines -- Next Gen brings word that Massive Inc. will be teaming up with the Ad Council and US Army to bring public service announcements about staying in school to a game near you.This seems to be a better cause than just advertising sandwiches, and it's an interesting partnership. Given that most kids play games, game-based advertising is a sensible way to reach them, but might the boundary between reality and fiction be too blurred for the ads to sink in? This might open the floodgates for a variety of less wholesome "public service"-flavoured ads, but on the other hand, it could prove beneficial all round.
