Hot on the heels of the recent reports about the efficacy of in-game advertising, Massive Inc. has announced that they will start integrating "dynamic 10-second ads" into video games in more fluid and logical contexts:
Longano said a traditional 30-second spot would interrupt game play too much, but he is optimistic that gamers readily will watch the shorter commercials. "Advertising makes the gaming experience more realistic ... people accept it and actually like it" as long as it doesn't interfere or distract too much from the game itself, he said.
He explained that players would get to see the short animated videos in "natural" situations, such as when moving their game characters by a TV set that is turned on.
Massive will start using the spots in about two weeks and will charge higher rates than for its static ad displays within games, according to Longano.
Will you look at that? The industry can learn!