Massive upgrades in-game advertising tech

US in-game advertising firm Massive Inc has announced that it has launched a major new upgrade to its advertising network solution, adding a host of functionality which will improve the performance of the system on next-generation platforms.

Version 3.0 of the software, which is designed to be integrated into games and connects them to Massive's network to serve advertisements directly to players through the videogame world, also claims to be more secure and more suited to players on low-bandwidth connections.

"With this new release, we have improved upon the success of our initial implementation with a new object-oriented architecture that substantially eases the integration process for next-gen developers," explained the firm's VP of technology, David Sturman.

"The performance of the 3.0 AdClient and AdServer allows Massive to fully accommodate the higher level of service demanded by our growing list of global partners and clients," he continued.

The company, which was founded in 2002 and claims to be able to offer $1 to $2 in incredmental revenues for every connected customer of a videogame which uses the Massive advertising network, has also this week announced the appointment of a new VP of sales for continental Europe.

Eric Clemenceau, formerly the CEO of Turner Broadcasting for the French speaking regions, has joined the firm with responsibility for promoting the network to advertising clients throughout Europe.

Clemenceau brings with him 23 years of experience in the media sector, and in his previous role was responsible for channels including CNN and Cartoon Network.