What began as a small, experimental avenue for advertising as an alternative medium, ads and ad placements in video games are slowly going into mainstream.

With the fusion of games and the Internet, the potential of “reach” makes advertisers’ eyes sparkle. And companies such as Massive Inc. are slowly carving a name for itself by being one of the pioneers of the game ad agency cum broker. Founded in 2003 and purchased by Microsoft last year, Massive has steadily grown into the industry leader in dynamic in-video game advertising, a technology that allows marketers to stream current and constantly updated ads directly into video games played online, either on a console or a PC.

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