Microsoft's in-game ad subsidiary, Massive. Has revealed its plans to include static ads during gameplay, also video ads during 'game breaks'.

JJ Richards, head of the in-game advertising agency at Massive, has said that there will be an attempt at standardizing these tactics as Massive, "want to be part of every media plan".

Microsoft will host the ‘Advertising Gaming Upfront' event on Thursday at the Lincoln Center, New York where they will announce new partnerships alongside a case study on the recent Kia Soul campaign that featured on Xbox Live.

Source: GameKicker