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Microsoft Pri0

Welcome to Microsoft Pri0: That's Microspeak for top priority, and that's the news and observations you'll find here from Seattle Times reporter Sharon Chan.

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August 21, 2007 8:45 AM

More perspectives on in-game advertising

Posted by Benjamin J. Romano

Adweek has a broad look at the market for in-game advertising and the fact that it has not lived up to the hype of just a year ago from in-game advertising purveyors, including executives at Massive.

This story provides great ad-industry context to help understand our recent profile of Massive, which Microsoft acquired, and its business model. I also focused more on how Massive fits into Microsoft's advertising strategy.

The Adweek story outlines several gripes advertisers and analysts have with dynamic in-game advertising as it exists today, including:

Lacking impact and interactivity;

Effectiveness, execution and measurement tools remain "iffy";

Distribution mainly to the PC (read: hard-core gamers), but not as much happening on the consoles (read: the TV in the living room).


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