Massive Incorporated announced that it will deliver dynamic advertising into Major League Baseball 2K6, reports MediaBuyerPlanner. As part of the agreement, Massive has been named an exclusive partner with MLB Advanced Media for the delivery of dynamic advertising in certain MLBAM-licensed videogames, as well as with the Major League Baseball Players Association. According to Massive, advertising has long played a prominent role in sports videogame titles; however, until now, this advertising took the form of hard-coded, static product placement.

Massive's Network and technology allow MLB Advanced Media and 2K Sports titles to use dynamic advertising for refreshed brand messaging in their games, mirroring the rapidly changing and expanding advertising opportunities in the live-action sports industry. Massive ads appear within the normal environment of a game - on posters and billboards, for example.

MediaWeek writes that the deal is significant for Massive, which until now has focused mainly on delivering advertising within PC games, because it not only pushes Massive further into the more popular console marketplace (Major League Baseball 2K6 plays on Microsoft's Xbox 360), but it extends the company's network into the more mainstream sports games space.

In-game advertising has been gaining popularity. According to a recent study, In-game campaigns result in a 60 percent increase in awareness for a new product.