Acclaim Games signs in-game advertising deal with Massive Inc

Acclaim Games has announced a long-term strategic partnership with in-game advertising specialists Massive Incorporated, to deliver targeted ads in its forthcoming MMO titles.

The newly launched company, under the ownership and management of industry veterans Howard Marks and Ken Chan, is hoping to revitalise and re-establish the Acclaim brand, following the demise of the original publishing company in 2004.

The new firm is working with an entirely different business model, and will focus on the creation and publishing of free-to-play Massively Multiplayer Online Games, generating revenue from both in-game trading of items and equipment, as well as commercial advertising.

Howard Marks, Acclaim Games CEO, commented: "We are focused on providing the best online multiplayer games for free, something rare in the market. In order to do this, we are using innovative business models including adding in-game advertising, selling in-game content and offering unique subscriptions. Massive has the most established and robust in-game advertising solution, with deep experience in multiplayer games, and so were the natural choice as our partner."

"Acclaim is a great addition to the Massive Network and we're thrilled to work with them to integrate real-world ad campaigns into their games," added Nicholas Longano, Massive's president of New Media. "This partnership further emphasises the growing support for the realism and revenue benefits that dynamic in-game advertising provides. This is a tremendous win for gamers — free games supported by advertising."

The first title to be integrated in the Massive Network is BOTS, a free action-themed multiplayer online game, which has been redesigned for the North American and European markets following its million-user success in Asia. Acclaim Games has already registered thousands of closed beta testers for its debut title, which will be officially launching in the coming weeks.

Acclaim's addition to the Massive Network bolsters the list of publishing partners for the service to more than 36, covering more than 100 games. Since its launch in 2004, the Massive Network has partnered with over 60 blue-chip advertisers, seamlessly delivering targeted ads into more than 50 million game sessions.