Massive goes to research to prove strength of in-game segment

06/4/2008 | MediaPost Communications

Adidas is among the marketers whose in-game ads are generating strong numbers for ad recall and brand affinity, according to new statistics from Microsoft's Massive unit. The research is an attempt to refute recent comments made at an industry event by WildTangent CEO Alex St. John, who reportedly questioned whether the dynamic, in-game model was still a viable avenue for branding; WildTangent, this article notes, has adopted a pay-for-play casual games model.

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