Funcom and Massive Introduce New Advertisement Innovation; Toyota First Company to Utilize Interactive Ads in Games

In-game advertising takes another leap forward as Funcom and Massive Incorporated introduce interactive advertisement technology in 'Anarchy Online'. The new technology allows players to interact with dynamic billboards in the game, making for a more memorable and interactive advertisement experience. The new Toyota campaign allows players of the free 'Anarchy Online' version to walk up to in-game billboards and interact with it to unveil the sleek new Toyota Yaris. Funcom expects this new move in interactive advertisement to pave the way for future endeavors across the entire games and advertisement industry.

Massive Incorporated's CEO Mitch Davis heralded the joint move as "a tremendous step forward in terms of giving advertisers what they want -- the ability to target the elusive male 18-34 range and allowing them to interact with the products for a more memorable experience." He continued, "This is just the beginning of interactive ads in games, and we are very pleased to unveil this new technology together with Funcom and Toyota. What is important to mention here though is that we are not adding this to distract from the game experience itself. Our company always has the best interest of the gamers and the game experience in mind."