Massive has signed 10 new Xbox games and four PC-based games to its in-game advertising network since October, bringing the total number of publishing partners to over 40 and the number of titles available to advertisers to over 100, according to ClickZ.

New games range from sports titles, such as Major League Baseball 2K7, to driving games like Need for Speed Carbon, and military-style shooters like Tom Clancy’s Rainbow Six Vegas.

Though Microsoft acquired Massive last year, Massive insists it is keen on remaining platform-agnostic.

As Massive expands its game roster, it is striving to work with publishers earlier in the development process to integrate video and static ads into the games; at the same time, it assures advertisers that it can provide access to games in as little as a week.