Atari to utilise Massive's in-game ads technology

Atari has signed a deal with US firm Massive Inc. to incorporate rich media adverts into popular PC management sim RollerCoaster Tycoon 3 with a new downloadable update.

According to website New York Business, the ads will appear in parts of the game environment - such as billboards and shop windows - and will change dynamically as the game progresses.

They will be incorporated when players download an optional update which will also include enhancements to the game.

As reported previously, Massive predicts that in-game advertising via its network can contribute between USD1-2 in incremental profit per unit. Global advertisers already signed up include Coca-Cola, Dunkin' Donuts, Honda, Intel, Nestlî, Paramount and T-Mobile.