MediaBuyerPlanner: In-game ad firm Massive Inc. has scored deals to sell ad inventory in Activision's record-setting game Guitar Hero III: Legends of Rock.

Massive also secured a deal to sell ads in skateboarding-themed title Tony Hawk Proving Ground, writes Mediaweek.

Guitar Hero III went on sale Oct. 28 and generated $115 million in sales during the first week - a record for Activision.

Until recently, Massive's list of games consisted mainly of PC-based titles. In recent months, however, Massive has nailed down deals to deliver ads to a variety of larger game launches, including the Transformers game over the summer and the most recent version of John Madden Football.

McDonalds is a current advertiser in Guitar Hero III. Verizon advertises in the new Tony Hawk title.

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