New York-based Massive Inc. is preparing to launch a video game advertising network that it projects will reach several million game players by the end of this year. Massive recently successfully completed beta tests of the network.
Its target audience is comprised primarily of men 18 to 34 who are increasingly playing computer video games in lieu of watching television. As a whole this group spent 30 billion hours playing video games in 2003, spending more time with this new media than watching prime time TV.
The advertising will be incorporated within the game’s content for downloading. Ad delivery content will be reported in an aggregated form to protect the privacy of game players.
Massive has formed a strategic partnership with Nielsen Interactive Media to measure video game advertising on the network.
