Microsoft Canada and Ubisoft Montreal have game developers in their crosshairs. The two partnered up on an integrated business-to-business marketing campaign that narrowly targets Canadian game developers and enthusiasts. Via the videogame Far Cry 2, dynamic in-game ads lead gamers to a secret, co-branded section of the Canadian Far Cry 2 website, hosted by Ubisoft and Microsoft.

This insider approach allows for a level of interactivity and engagement not offered by traditional advertising, explains Ariel Vinizki, account director at MacLaren McCann/M2 Universal. The secret Far Cry 2 site provides gamers with free trial downloads of Microsoft developer software, a free PC map, and testimonial diaries from the developers of the game regarding their use of the Microsoft Visual Studio development system. The website also allows users to register to win a group gaming session with the Far Cry 2 development team.

The in-game ads, built using technology created by Massive Incorporated, mark the first time that Microsoft Canada has initiated such advertising for B2B purposes. ‘It’s a great way for us to get the product in the developer’s hand and have them play and experience Visual Studio,’ explains Rini Gahir, senior product manager of developer tools at Microsoft Canada. ‘They can see their creation and they can share it with other people in the community,’ he says. ‘It’s about helping and building communities.’