Massive Expands into Asia with Webzen
Microsoft’s newly acquired in-game advertising unit Massive has expanded into the Asian market through a partnership with Korean game developer Webzen. This is also Webzen’s first foray into the realm of online advertising.
As part of the deal, Massive will serve ads inside two of Webzen’s massively multiplayer online games: the PC version of its online first person shooter Huxley (2007), and the urban game All Points Bulletin (2008), which was designed by the creators of Grand Theft Auto. Both games will be released worldwide.
“The combination of WEBZEN’s global marketing know-how and Massive’s unprecedented in-game advertising experience ensures we are delivering the highest level of quality to gamers,” said Webzen CEO Nam Ju Kim in a statement.
Microsoft bought Massive in May of this year. The latter’s obvious draw is that it delivers real-world timed and targeted ads into more than 75 million game sessions, providing monetary streams for game publishers, and enhancing realism for players.
Since 2000, Webzen has become one of the leading massively multiplayer online game publishers in Korea. It’s also among the first Korean game publishers to expand onto consoles like the Xbox 360. Huxley, which was listed among the Best of E3 this year, will also be released on the 360 in 2007.
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