You will be redirected back to your article in seconds

JJ Richards’ Massive gig

Exec to head in-game advertising agency

Massive has tapped JJ Richards to head the in-game advertising agency and bolstered its client list, landing deals with publishers Activision and Blizzard Entertainment.

Announcement comes as the Microsoft-owned shop hosts its first upfront for in-game advertising, encouraging marketers to broker deals with videogame publishers for titles that hit store shelves next year.

Naturally, the event will likely benefit Massive the most, whose in-game ad network secured deals to oversee ad sales for titles from Electronic Arts and THQ this year as well.

Throughout the year, it placed ads for Barack Obama in 11 games, a first for a presidential candidate; created destructible ads for brands in “Mercenaries 2: World in Flames”; launched an in-game scavenger hunt in Ubisoft’s “Tom Clancy’s Rainbow Six: Vegas 2,” requiring players to look for promos; and created a text message campaign for Subway.

As part of its new multiyear deals, Massive will serve as the exclusive in-game ad provider for 18 Activision titles, including “Guitar Hero: World Tour,” “Quantum of Solace,” “Transformers: Revenge of the Fallen” and “Tony Hawk,” while for Blizzard, Massive is overseeing ads on the Battle.net online game service in several territories, including the U.S., Europe and Australia.

Richards heads Massive as general manager of platform services for the advertiser and publisher solutions group at Microsoft.

He was most recently general manager for Xbox Live, responsible for that division’s digital ad platform that serves advertisers, publishers and ad networks.

“What was met with skepticism and resistance just a few short years ago has now become a key part of a media mix and an essential way to reach a crucial demographic,” Richards said.

More Scene

  • Made By Google

    Rashida Jones, Jaden Smith and More Stars Party at Made by Google Opening Night

    Massive has tapped JJ Richards to head the in-game advertising agency and bolstered its client list, landing deals with publishers Activision and Blizzard Entertainment. Announcement comes as the Microsoft-owned shop hosts its first upfront for in-game advertising, encouraging marketers to broker deals with videogame publishers for titles that hit store shelves next year. Naturally, the […]

  • Todd Haynes, Jaden Michael, Sandy Powell

    'Wonderstruck' Director Todd Haynes Emphasizes Importance of Film's Score: It's 'Almost a Character'

    Massive has tapped JJ Richards to head the in-game advertising agency and bolstered its client list, landing deals with publishers Activision and Blizzard Entertainment. Announcement comes as the Microsoft-owned shop hosts its first upfront for in-game advertising, encouraging marketers to broker deals with videogame publishers for titles that hit store shelves next year. Naturally, the […]

  • Through Her Lens: The Tribeca Chanel

    Elizabeth Olsen, Jane Rosenthal Demand Justice for Sexual Assault Victims at Chanel Tribeca Lunch

    Massive has tapped JJ Richards to head the in-game advertising agency and bolstered its client list, landing deals with publishers Activision and Blizzard Entertainment. Announcement comes as the Microsoft-owned shop hosts its first upfront for in-game advertising, encouraging marketers to broker deals with videogame publishers for titles that hit store shelves next year. Naturally, the […]

  • 'Boo 2! A Madea Halloween' film

    Tyler Perry Hopes 'Boo 2!' Can Help Bring Laughter to Nation's 'Darkness'

    Massive has tapped JJ Richards to head the in-game advertising agency and bolstered its client list, landing deals with publishers Activision and Blizzard Entertainment. Announcement comes as the Microsoft-owned shop hosts its first upfront for in-game advertising, encouraging marketers to broker deals with videogame publishers for titles that hit store shelves next year. Naturally, the […]

  • 'Geostorm' film premiere

    'Geostorm' Director Hopes Harvey Weinstein Scandal Signals 'Sea Change' for Hollywood

    Massive has tapped JJ Richards to head the in-game advertising agency and bolstered its client list, landing deals with publishers Activision and Blizzard Entertainment. Announcement comes as the Microsoft-owned shop hosts its first upfront for in-game advertising, encouraging marketers to broker deals with videogame publishers for titles that hit store shelves next year. Naturally, the […]

  • ‘Working Above The Line’ panel, The

    Academy's Third Annual Careers in Film Summit Inspires Young Creatives

    Massive has tapped JJ Richards to head the in-game advertising agency and bolstered its client list, landing deals with publishers Activision and Blizzard Entertainment. Announcement comes as the Microsoft-owned shop hosts its first upfront for in-game advertising, encouraging marketers to broker deals with videogame publishers for titles that hit store shelves next year. Naturally, the […]

  • Josh Radnor Ben Lee

    'Saved By a Story' Benefit Raises Money for Charity — and Builds a Community of Storytellers

    Massive has tapped JJ Richards to head the in-game advertising agency and bolstered its client list, landing deals with publishers Activision and Blizzard Entertainment. Announcement comes as the Microsoft-owned shop hosts its first upfront for in-game advertising, encouraging marketers to broker deals with videogame publishers for titles that hit store shelves next year. Naturally, the […]

More From Our Brands

Access exclusive content