Microsoft unit Massive Inc., will be the ad server for several buzzworthy "Guitar Hero" spinoffs for the Xbox 360, including "DJ Hero" and "Band Hero," as well as the new edition of the main franchise. The in-game ad firm also re-upped to represent hit games with new editions, such as EA Sports titles "Madden NFL 10," "NHL 10" and "NBA Live 10," and Activision's latest title featuring skateboarder Tony Hawk.

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