Microsoft is scrutinizing the gaming content planned for 2009 in search of advertising opportunities. Massive, the wholly-owned subsidiary of the Redmond company, has increased the number of customers with 76.6% this year alone. Nonetheless, Microsoft looks committed to surpass the 2008 growth going into 2009, and, in this regard, Massive is wrapping up the year with what the company referred to as the first in-game advertising upfront event. The video game advertising network will bring together both game publishers and advertisers, in order to catalyze advertising deals for the titles scheduled to hit the shelves in 2009.

Since its creation, four years ago, Massive delivered the first ever in-game presidential campaign, a text-messaging ad campaign, an in-game scavenger hunt, as well as destructible ads, an integral aspect of the game's content. According to study results cited by the Redmond company, in-game advertising has a positive impact on brand value, with 32% of players delivering superior ratings following ads placed in video games. At the same time, 23% of gamers would consider a brand after being exposed to in-game ads, with 60% recalling advertising items.

In addition to the first in-game advertising upfront event, Microsoft announced fresh blood at the lead of Massive. In this regard, JJ Richards, the general manager of Xbox Live, will take the lead of Massive. “What was met with skepticism and resistance just a few short years ago has now become a key part of a media mix and an essential way to reach a crucial demographic,” explained Richards, general manager of platform services for the Advertiser and Publisher Solutions Group at Microsoft.

“I have been closely involved with Massive for the past couple of years, and have seen the amazing growth firsthand. I’m stepping into this role at a great time for Microsoft and the advertising and gaming industry, and look forward to working with our publishers to create in- and around-game advertising opportunities for any advertiser’s media plan,” Richards added.