The advertising market was not ready to adopt. It wasn't necessarily the fault of the vision but rather one of timing. Both were ripe with promise and ambition but failed to deliver a scalable solution. Microsoft planned to implement Massive's dynamic in-game ad solutions into several services, beginning with Xbox Live and Xbox 360 titles but stretching to other online activities such as its casual games space through MSN and Windows Live, followed by Sony's purchase of Double Fusion. The latest entrants, such as Bid Stack (LON: BIDS), Anzu ( anzu.io), and Admix, are bringing an updated approach to the problem, but the fundamental and deployable solution remains functionally the same as previously tried.īack in 2006, Microsoft spent $400M on purchasing Massive. But it does mean that if you tackle an old problem, you need a new solution. This does not mean that a new way of doing something cannot solve the problem, as has been proved with VPP by Ryff. In-Game Placement fails to deliver for brands and loses money for investors for the very same reasons. In the case of video game brand and product placement, it has been attempted previously but failed each time. If you are going to tackle an old problem, you need to have a new way to do it. Look out! You’re about to crash your car head-on into the billboard!
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