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.