Microsoft Sets Foothold in World of Warcraft, StarCraft II and Guitar Hero

Via its network for video game advertising, Microsoft has announced that it has inked a partnership with Blizzard Entertainment and Activision over advertising. The source of ads will be Massive, a wholly owned Microsoft subsidiary. According to Microsoft, Blizzard Entertainment’s web properties and the Battle.net online game service will be served ads via Massive, as the sole service provider.

 

The deal is valid for U.S., Canada, Europe, South Korea and Australia. Massive will deliver advertising for online gamers accessing StarCraft (including StarCraft II), Warcraft and Diablo (including Diablo III). However, at the same time, a part of the 11 million subscribers of World of Warcraft will also see advertising from Massive.

 

“Our partnership with Blizzard Entertainment aligns Massive with the creative powerhouse behind some of the most renowned real-time strategy games of all time, as well as the world’s most popular MMORPG,” stated JJ Richards, general manager of platform services for the Advertiser and Publisher Solutions Group at Microsoft. “This deal builds on Massive’s top-tier network of console games by giving us immediate credibility on the PC. And with Intergi, we are working with a highly targeted partner that knows the gaming audience to take a brand’s campaign from the Web site into the Battle.net game network.”

 

Nevertheless, in addition to Blizzard Entertainment, Massive has also signed an advertising deal with Activision. Involving titles such as Guitar Hero: World Tour and James Bond: Quantum of Solace, Massive will offer in-game advertising for no less than 18 games from Activision spanning across the PC and the Xbox console.

 

“Activision creates some of the best content in the gaming industry,” said Richards. “With so many amazing titles added to the Massive network on a multiyear basis, advertisers are better able than ever before to plan in-game advertising alongside other forms of media. This partnership further establishes the Massive network as the medium for advertisers to reach their desired audience.”