Acclaim Games and Massive Incorporated today announced a multi-year strategic partnership to bring multiple Acclaim titles into the Massive Network for dynamic in-game advertising.

The first title to be integrated in the Massive Network is BOTS, a free action-themed multiplayer online game. One the top games in Asia with over a million registered users, BOTS is being redesigned and launched in North America and Europe. Acclaim has registered thousands of closed beta testers on the game's site bots.acclaim.com and is scheduled to start the game in several weeks.

"We are focused on providing the best online multiplayer games for free, something rare in the market. In order to do this, we are using innovative business models including adding in-game advertising, selling in-game content and offering unique subscriptions. Massive has the most established and robust in-game advertising solution, with deep experience in multiplayer games, and so were the natural choice as our partner," said Howard Marks, CEO of Acclaim.

"Acclaim is a great addition to the Massive Network and we're thrilled to work with them to integrate real-world ad campaigns into their games," said Nicholas Longano, President of New Media at Massive. "This partnership further emphasises the growing support for the realism and revenue benefits that dynamic in-game advertising provides. This is a tremendous win for gamers: free games supported by advertising."

The addition of Acclaim to the Massive Network bolsters Massive's roster of partners to more than 36 publishers and developers with a total pipeline of over 100 games, representing the single largest video game advertising network.

Massive pioneered dynamic in-game advertising with the launch of the Massive Network in October 2004, and says it has since partnered with more than 60 blue-chip advertisers to seamlessly deliver ads into more than 50 million game sessions. Massive enables publishers and developers to capture significant new revenues through the aggregation of the video game audience which can be more effectively marketed to advertisers. Developers are able to integrate real-world ad campaigns that are timely and enhance the game environment with more realism.