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In-game ad firm Massive, which is owned by Microsoft, has signed a deal to sell ads within the hit games Guitar Hero III and Tony Hawk Proving Ground.

The deal gives Massive ad inventory in two major console-based games. The platform was formerly limited to PC-based games. The inability to sell console-based inventory was due at least in part to the knowledge that Microsoft itself produces games.

With Massive technology, last summer Microsoft and EA jointly developed a dynamic in-game ad platform for the PC and the Xbox 360.

Guitar Hero III has already sold $115 million worth of units and the game is popular with all age groups, making it attractive to a wide range of advertisers.

A recent survey suggests in-game ads can increase brand familiarity by 64 percent, and purchase consideration by another 41 percent.