Microsoft To Buy In To In-Game Advertising
from the solitaire-never-needed-this dept
The market for advertising inside video games has attracted a lot of interest over the past several months, and it looks like it's about to see the type of development that gets labeled "validation of the space", as Microsoft is apparently buying Massive, which runs an in-game ad network. The WSJ says that Microsoft not only wants to use advertising to offer game publishers an additional revenue stream for Xbox Live, but also seems to say it's interested because in-game advertising is one area where Google hasn't yet made a move. It's unclear, though, just how much in-game ads will help Microsoft strike back against the big G, given the size of the market, which is limited by a number of disparate factors, like publishers creating available ad space in their games, or even creating games that are appropriate for ads. The real challenge, though, will be finding a balance on how much advertising, and what kinds, users will accept. It's hard to imagine they'll take much if there's no benefit -- like free online play, or additional game materials -- offered in return.