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In-game Ads Still Challenged by Other Media

Even as they gain more relevance, in-game advertising is still facing stiff competition from other forms of media, Massive tells Next-Gen.

ImageThe in-game ad market is growing at a steady clip, backed by firms including software giant Microsoft, which bought New York-based in-game ad firm Massive in 2006.

So as in-game ads become a more accepted means of advertising, convincing marketers to bring their products to videogames has become easier over the last few years, right?

"Ease is relative," says Massive North American sales VP Jay Sampson. "We still face some of the explicit ROI expectations that other media have. It's a real challenge."

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