Microsoft-owned in-game ad firm Massive Inc. has appointed a new boss, at the same time announcing an ad partnership with Activision Blizzard.

JJ Richards (pictured) will now lead Massive while retaining his current role as general manager of platform services for the Advertiser and Publisher Solutions Group at Microsoft. During the course of his career with Microsoft, Richards had also served as general manager for Xbox Live.

Massive"s CEO Cory Van Arsdale left "a couple weeks ago," a Massive rep told Edge. There will no longer be a "CEO" position at the Microsoft subsidiary. No reason for Van Arsdale"s departure was given.

Activision Blizzard ad deals

Massive also announced a "multi-year, multi-title partnership" with Activision Blizzard that will bring ads to no less than 18 titles, including Guitar Hero: World Tour, Quantum of Solace, Transformers: Revenge of the Fallen and Tony Hawk.

An ad deal has also been signed with Blizzard for the "Battle.net game service and websites."

Massive is also introducing its first in-game ad upfront event, where game publishers and advertisers will be able to connect and preview games for ad opportunities during 2009.

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