Skyworks and Massive sign in-game advertising deal

Massive Inc. and Skyworks Technologies have entered into a new partnership that will see Massive's dynamic advertising technology used in Skyworks' catalogue of casual games.

The deal is aimed at creating an accessible, valuable network that will enable advertisers to target casual online gamers, with "billions of minutes of potential brand exposure" on offer every month.

"By partnering with Skyworks, Massive will extend its proven technology and powerful video game network into the casual online games segment," said Massive CEO Mitch Davis.

"Our advertising partners will now be able to target both the broad online gaming audience and the core, youth gaming demographic, based on their specific brand needs."

Skyworks CEO Garry Kitchen added: "This is a tremendous untapped opportunity for advertisers to reach a large and diverse market."

Founded in 1995, Skyworks produces titles for a variety of platforms such as PC, consoles and mobile phones, from puzzle, board and card games to action adventure, sports and arcade titles. According to the company's own figures, more than 40 million Skyworks games are downloaded every month.