Advertising in Video Games Just Got Moving

Advertising in Video Games Just Got Moving

LONDON, July 27/PRNewswire/ --

- Massive Incorporated Launch Full Motion Video and Audio Ads Within
Games

- With pictures

As more advertisers continue to sign up for the Massive Video Game
Network, the company has just announced a major enhancement to its network,
which takes video game advertising to the next level. Channel 4 is set to
become the first European advertiser to use full motion video and audio, with
a series of commercials that will promote its major new series, Lost.

Appearing within Anarchy Online from the end of July, players will see a
series of teaser trailers that will eventually build into full clips from the
series. The video and audio ads start playing on large TV screens when gamers
enter select areas or zones within the game. Just as with all of the ad
executions that Massive has been serving in its network, the video and audio
ads are always contextual to the game environment and only appear in
locations selected by the game's creative developers. They never interfere in
any way with game play, functionality, memory, or bandwidth.

The ad units are cleverly designed to remember which part of the
commercial the gamer last saw, and automatically start the ad the next time,
where it was left the last time it was seen.

"This takes the whole concept of video game advertising to a new level,
and it makes sense that such an innovative broadcaster like Channel 4 is
leading the advertising world with this creative and impressive campaign for
Lost," commented Mitch Davis, CEO of Massive Incorporated.

"Channel 4 continues to push the boundaries in New Media with innovative
and creative solutions. Video games provide a pioneering way for us to reach
one of our key target audiences, and the opportunity to run full audio and
video in a game, to promote a series such as Lost is an exciting media
development " commented Tracy Blacher, Head of Marketing - New Media for
Channel 4.

Lost begins on Channel 4 on August 10th with the first two - hour long
episodes showing at 8.30 and 10pm. One hour long episodes of Lost will
continue on Wednesdays at 10pm.

Notes to Editors

Images are available for download.

Two high resolution photographs are available to the media free of charge
via the PA Photowire or by visiting www.mediapoint.press.net or
www.prnewswire.co.uk

Source: Massive Incorporated and Channel 4

For further information please contact: Mark Ward, Bastion, T +44-(0)20-7490-1323, mark@bastion.co.uk or Becky Oxley, Channel 4, +44-(0)207-306-3751, boxley@channel4.co.uk

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