As part of this agreement, 2K Sports, the exclusive third-party publisher of Major League Baseball video games, is now a key member of the Massive Network. 2K Sports also publishes highly acclaimed and popular sports video game franchises in basketball, hockey, college basketball, tennis and snowboarding.

Advertising has long played a prominent role in sports video game titles; however, until now, this advertising took the form of hard-coded, static product placement. Massive's Network and technology allow MLB Advanced Media and 2K Sports titles to leverage dynamic advertising for ever-fresh brand messaging in their games, mirroring the rapidly changing and expanding advertising opportunities in the live action sports industry.

"Sports games are ideal vehicles for in-game advertising, as the advertising adds an element of realism to the experience for gamers," said Steve Glickstein, Vice President of Licensing for 2K Sports. "Our sports properties attract top-tier, high profile advertisers and I'm confident Major League Baseball 2K6 will be even more appealing as the Massive Network allows seamless delivery of customized, real-time advertising campaigns."

"We selected Massive to open this new revenue stream because of their knowledge of the advertising, sponsorship and video game industries," said John Olshan of the MLBPA. "This combination makes them the ideal partner to work through the complicated issues arising from baseball's multiple rights holders and conflicting sponsors."

"We are thrilled to work with MLBAM, MLBPA and 2K Sports to leverage and fully extend the advertising potential of this great franchise," said Mitch Davis, CEO of Massive. "Major League Baseball has already brought significant innovation to advertising in live sports; together, we will now do the same for their video game properties."