Steel Monkeys adopts Massive in-game advertising solution

Videogame advertising network Massive Incorporated has announced a new partnership with development studio Steel Monkeys, for the provision of dynamic advertising in current and next-generation software titles.

Steel Monkeys, with offices in Scotland and Belarus, employs some 50 development staff working on PS2, Xbox, Game Cube and PC titles, including its latest project, 2 Days to Vegas - a third-person action adventure set in several major US cities over a 48 hour period.

Yury Makhlin, Steel Monkeys deputy director, commented: "In 2 Days to Vegas, we're committed to developing a truly great game, based within a realistic environment. Massive's dynamic advertising solution provides contextual, timely products and brands that will help us deliver additional realism to gamers. Furthermore, the additional revenue generated through the Massive Network will enable us to finance the development of great video games."

The first and only network of its kind to deliver dynamic advertising seamlessly to an aggregated audience across premiere video games titles, The Massive Network enables publishers and developers to capture incremental revenues through the aggregation of the video game audience. Developers are able to integrate real-world ad campaigns that are timely, and enhance the game environment with more realism.

Massive Incorporated's CMO, Nicholas Longano, added: "Steel Monkeys is a fantastic addition to the Massive Network and highlights the growing support we have amongst creative leaders across the worldwide games development community. 2 Days to Vegas is the perfect vehicle for dynamic advertising and the game will undoubtedly benefit from the realism provided by well-placed products and brands."

Steel Monkeys bolsters the growing number of developers and publishers joining the Massive Network, which currently supports over thirty publishers and more than 100 current and next-generation software titles.