Massive moves from Dynamic to Static

Massive Inc., the Microsoft subsidiary, has recently began selling fixed product placements in video games (also known as ?static? ads). 

According to company executives, the new approach has been driven by increased advertiser demand for a more comprehensive marketing package in in-game advertising.

?Now, we can help advertisers reach that gaming audience with deep integration in a game,? claims JJ Richards, General Manager at Massive Inc.

Earlier this year, Massive Inc. hired Aaron Lasila from Double Fusion to become the company?s national manager of fixed product placement. Double Fusion was a pioneer company in the industry of in-game product placements.

Double Fusion CEO Jon Epstein recently spoke about the role of fixed product placements in videogames. ?I can put a car in a game and park it there,? he said. ?If you really want to demonstrate, say, a new car?s speed attributes, that stuff still requires deep integration. There is a real role for static business.?

The move comes as the industry for ?dynamic? in-game advertisements get thinner.

?Dynamic ads need to evolve and increase the level of engagement in order to fully offer the opportunity that videogames present,? commented Matt Story, head of gaming expertise at Publicis Denuo. ?The importance of dynamic ads to brands will be limited until added functionality is present.?