Browne keynote at Game Advertising SummitBrowne is the general manager for Xbox new media and franchise development. In a keynote titled Scaling Up: Growing Games into the Next New Ad Medium, he will discuss the future of the advertising and games market from the viewpoint of Microsoft, which recently purchased in-game ad network Massive Inc. in a deal worth up to an estimated USD 400 million. Browne will talk about the implications of the Massive acquisition, and the ways in which Microsoft intends to make the most of the companys assists. He will also look at the future of the market generally - the potential for in-game advertising to become as powerful as other media, means of measuring effectiveness, and the importance of balance when it comes to the needs of gamers. The summit will also feature a panel discussions by representatives from in-game ad agencies such as Massive, IGA Worldwide and Double Fusion. In addition, an analyst session will look at in-game advertising stats, and a developer briefing will discuss the use of ads in EAs Fight Night Round 3, amongst other events. The GDC Focus On: Game Advertising Summit will be held at the San Francisco Marriott on June 9. Today (May 19) is the last day to register for a USD 100 early bird discount on the entrance price - for more details, visit the Focus On website.