IGA provider Massive Inc. signs Blizzard – workin’ hard for the money

Holy smokes is Redmond turning up the heat.  In less than a week, the relatively quiet IGA (in game advertising) arm of Microsoft: Massive Inc. has sent up two very loud and clear flares, signaling that they are indeed very real, and mean business.  Last week, THQ, this week Blizzard, next week????

Massive announced yesterday that they’ve inked a multiyear deal with Blizzard Entertainment Inc. as exclusive advertising service provider for Blizzard’s website and Battle.net game service in the US, Canada, Europe, South Korea and Australia.

Sadly, Massive wasn’t able to achieve complete and total ad world domination, BUT…to really put the icing on this chocolate slice of IGA love, they’ve also announced that they’re teaming up with Intergi Inc., the world’s largest web-based video game and interactive entertainment network and advertising representation company.  This duo will power and provide ads to the massive (yes, pun intended) Blizzard audience.  Integri is currently powered by Microsfot Atlas AdManager platform, delivering advertising across it’s 700+ sites.

“We are thrilled to work with two industry pioneers; both Massive and Blizzard are two of today’s leading names in the world of gaming, and their confidence in our network and advertising representation services is a true testament to what Intergi offers when it comes to reaching today’s gaming enthusiast,” said Jayson Dubin, CEO of Intergi.

Massive will be delivering ads to an already captive audience across Blizzards’ network of heavily trafficked sites including Battle.net.  Titles across these sites include StarCraft, Warcraft, and Diablo series of games including the upcoming StarCraft II and Diablo III.  And naturally, Massive will be serving up fresh advertising goodness across the jewel in Blizzards crown: ‘World of Warcraft’ website.

COO Paul Sams has already anticipated the questions coming from all sides, and decided to squash any rumor mills before they even ground to life, “Our decision to partner with Massive was based on several important factors, including their technical expertise, global sales presence, and willingness to work with us to ensure advertisements appear only in contexts and environments that make sense,” said Paul Sams, chief operating officer of Blizzard Entertainment. “This partnership does not include in-game advertising, as Massive understands and respects our stance against advertising that might detract from gameplay or offend our players.”

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