Massive's technology allows for all forms of downloadable media and advertising content to be contextually integrated into the game environment, including image, audio, video and game object formats.

According to the deal with Activision, Massive will provide its in-game ad over several years, for up to 18 Xbox 360 and PC titles.

Guitar Hero: World Tour, Quantum of Solace, and Tony Hawk were named as specific titles that Massive would be handling.

Also, Massive has entered in a partnership with Blizzard, thanks to which the company will become the exclusive advertising service provider for Blizzard Entertainment’s Web sites and Battle.net online game service in the U.S., Canada, Europe, South Korea and Australia.

Last month, Massive has signed a similar deal with THQ to include dynamic in-game advertising within several of THQ’s owned properties, including the critically acclaimed, open-world “Saints Row” franchise.

“Saints Row 2” shipped more than 2 million units globally in the first two weeks of its October 2008 release and will be one of the first titles to feature dynamic in-game ads as part of the deal with Massive.