Eu já falei aqui do enorme potencial publicitário do mercado de Games.

Pois então: o Wall Street Journal traz hoje uma notícia de que a Microsoft vai comprar a Massive, empresa que oferece uma tecnologia que permite servir anúncios em jogos online, com segmentação por país.

Como lembra matéria na Click Z, a Microsoft já havia declarado que prentende incluir em seu novo MSN Adcenter a possibilidade de comprar anúncios em jogos do XBox. Agora, com a aquisição da Massive, esta oferta torna-se cada vez mais real.

Para quem não tem assinatura do WSJ, abaixo o texto da matéria:
“Microsoft plans to announce next week an agreement to buy the New York company, said people familiar with the situation. People familiar with the matter estimated the deal to be valued at $200 to $400 million.”

–“Microsoft is testing its ad-brokering system, called AdCenter, in the U.S. and several markets around the world. The software giant plans to tie its brokering service with Massive’s network, said people familiar with the company’s plan. Microsoft’s long-term goal is to have one online service that advertisers can go to buy ads across a broad range of Microsoft products. For now the Massive network will be part of a palette of advertising offerings Microsoft salesmen will offer clients, the person said.”

–“Advertisers spent about $56 million on advertisements in videogames last year, up from $34 million the prior year.”

–“So far, Massive mainly delivers ads into games for personal computers, which are commonly connected to the Internet. But a bigger opportunity lies in delivering ads to systems such as Xbox 360, Sony Corp’s forthcoming Playstation 3 and other consoles that account for most of the industry’s sales. […] Massive, in fact, has quietly begun delivering ads into games for the Xbox including Ubisoft’s action title, “Rainbow Six Lockdown”.

Robert A Guth, Nick Wingfield, “Microsoft’s ‘Massive’ Move Into Game Ads”, Wall Street Journal, April 26, 2006, p.B1