A Blizzard hits Massive advertising

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Blizzard Entertainment and Massive Inc today announced a multi-year advertising deal which will see Massive, a wholly owned subsidiary of Microsoft, deliver advertising on Blizzard Entertainements websites and Battle.net.

Blizzard's websites include the popular World of Warcraft game's official website, and titles using the Battle.net system include the StarCraft series, Diablo series and original Warcraft titles. If you play World of Warcraft, no need to worry just yet. You'll still be drinking Melon Juice from vendors, as the deal explicitly removes any potential for in-game advertising. No Coca-cola in game just yet!

Massive's network of advertising has been used on consoles in the past, and does include the ability to integrate adverts into the game environment if needed. It has worked with over 300 blue-chip advertisers in the past, and should deliver yet another big revenue stream to Blizzard. Being a subsidiary of Microsoft, it could also be seen as a bit of a kick in the teeth to Google, who have traditionally controlled the advertising world.

(1 reply) #1 nonick on 03 Dec 2008 - 17:30

The first moment advertisements enter WoW it will be the beginning of its end.

#1.1 +dead.cell on 03 Dec 2008 - 19:11

If you play World of Warcraft, no need to worry just yet. You'll still be drinking Melon Juice from vendors, as the deal explicitly removes any potential for in-game advertising. No Coca-cola in game just yet!

With how critical Blizzard is about their games, I'm sure this will be something you'll never have to worry about.

(4 replies) #2 Hiveon on 03 Dec 2008 - 19:46

"Microsoft, it's could also be seen as a bit of a kick in the"

Grammar? Does anyone check this stuff?

#2.1 excalpius on 03 Dec 2008 - 21:40

Neowin seems to have no editorial support whatsoever, including a recent trend of never citing or linking to sources.

#2.2 tiddlie on 03 Dec 2008 - 22:04

Grammar - my bad. Typo.

Citing links - nothing to link to. My news stories come direct from source, so there is no link to send you to. Other than possibly a link to the coprorate sites of Blizzard and Massive Inc.

#2.3 excalpius on 04 Dec 2008 - 03:09

Fair enough, but you don't even quote a press release, site link, or spokesperson/PR. How did they announce it? Where? This is Journalism 101 stuff.

Last edited by excalpius on 04 Dec 2008 - 06:30

#2.4 +dead.cell on 04 Dec 2008 - 03:36

My only problem is the "...as the deal explicitly removes any potential for in-game advertising. No Coca-cola in game just yet!"

You make it sound as if there will be in the future, even after you clearly state there won't.

Don't get me wrong though, I'm not trying to be an ass. It's just that the little bit right there can scare people who are big fans of games by Blizzard. Blizzard themselves have created a reputation for making sure their games are of top quality. They aren't perfect, but they certainly have high standards, and ads like that would only ruin the experience they work so hard to deliver with their games.

#3 Harbinger on 06 Dec 2008 - 21:52

Hell will freeze before Blizzard adds in-game ads. They are possibly the most successful game developer over the last decade, I doubt they'd do anything silly like that to spoil their products. Though I'm pretty sure with WoWs success many big corporations would die to get in-game ads.

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