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Funcom and Massive Inc. to Implement Revolutionary Game Ad Deal; Anarchy Online First Game to Feature Dynamic in-game Advertisement Billboards


DURHAM, NC -- 02/24/2005 -- Funcom, developer and publisher of top video game titles like Anarchy Online and The Longest Journey, has signed an exclusive agreement with Massive Incorporated, creator of the world’s first video game advertising network. In a revolutionary deal all free players of Anarchy Online will see dynamic in-game advertising billboards in central areas of the game. Paying subscribers will not see the advertisements.

Mitch Davis, CEO of Massive Incorporated said “We’re thrilled to add Funcom’s leading titles into our advertising network and broaden our reach with their hundreds of thousands of gamers. We’re excited about changing the game development business model to provide a new source of significant revenues beyond box sales and subscriptions and delivering a powerful new medium to global advertisers.”

Last year, TV rating company Nielsen Media reported a fall in the amount of prime-time TV viewing among 18 - 34 year old men. In a report from Ziff Davis Digital Gaming they reckoned that a quarter of gamers had swapped TV watching time for playing time. Seeing that in 2003 US advertisers spent $ 12 billion on TV spots targeting young men while the equivalent figure for in-game ads was just $ 10 million, the US advertising landscape is poised to undergo changes in the years to come. As millions of young men and women change their lifestyle and entertainment habits, advertisers now finds an additional venue to reach the coveted 18 - 34 demographic through the medium of games.....and Funcom takes the first step in March 2005.

Trond Aas, CEO of Funcom stated “As opposed to a medium like TV you know that the gamers eyes are always watching the screen while playing games. With official ad measurement methods from Nielsen we are sure advertisers will cherish this revolutionary new opportunity to reach the extremely valuable 18 - 34 demographic. Through our own research we know that most gamers want in-game advertisement to heighten the sense of realism. Seeing that the live billboards in Anarchy Online do not interfere with gameplay I am confident our free players will welcome the permanent continuation of our complimentary subscription in the ultimate sci-fi MMORPG.”

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ABOUT FUNCOM - Funcom is an independent developer and publisher of computer and console games with a focus on Action Adventure and Massively Multiplayer Online Games. Funcom has provided outstanding entertainment since 1993 and continues to expand its track-record of 24 released games to date. Recent successes include the multi-award winning The Longest Journey, the award winning and critically acclaimed Anarchy Online - The Notum Wars , the heralded masterpiece Anarchy Online - Shadowlands and the award-winning Anarchy Online - Alien Invasion. For corporate information please visit For information about Anarchy Online visit .For information about Dreamfall visit . Images and information for press can be found at

ABOUT MASSIVE INCORPORATED - Massive Incorporated is the creator of the world’s first video game advertising network. With its patent-pending technology, Massive dynamically serves advertising across the world’s largest aggregated network of premier video game titles and delivers measured results on consumer interaction with this brand messaging. Massive delivers dynamic advertising to 18-34 year old gamers and allows publishers and advertisers to finally capitalize on the largest cultural and economic entertainment force in the world. Massive is backed by DFJ Gotham, DFJ New England, RRE Ventures, NeoCarta, Tobat Capital, and Newlight Associates.


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