Toyota Signs On to Massive In-Game Ads

Microsoft subsidiary Massive said Monday that it had launched its in-game advertising unit, with Toyota as its debut sponsor. The company will advertise its new 2007 Yaris Sedan in the Funcom title "Anarchy Online," an online multiplayer game. Gamers will be encouraged to interact with the ads to see an image of the new automobile. As well as in "Anarchy Online," the program will run across several other games utilizing Massive's technology, the company said.

To promote the Yaris, 2-D in game elements and video and audio ads would support the campaign. As with all ads in the network, any placed advertising does not affect the gameplay. "Leveraging this new interactive ad element from Massive allows gamers to interact with our brand in an environment they're passionate about," Toyota corporate marketing manager Kim McCullough said.