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Personalized In-Game Advertising In Upcoming Titles

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    Last Updated: August 30, 2009


    Scythal writes “In-game advertising provider Massive Inc., acquired by Microsoft in 2006, has signed up or renewed contracts with several publishers, notably EA, Blizzard Entertainment, THQ, and Activision. Eagerly anticipated games like Need for Speed: Shift will feature the technology that continuously collects ‘anonymous’ information about users, sends them to the Massive database for analysis, and downloads advertisements to be shown in the game. All that happens insidiously, without the users’ explicit consent and out of their control, which raises further concerns about privacy, security and quite frankly, customer abuse. Would you feel concerned about software that collects personal information and sends it so that you get more personalized ads in a game you paid for?” (More, below.)

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