Where games such as Need For Speed: Most Wanted had static advertisements for Cingular and Burger King,[4] advertisements supplied by a streaming network allow for time-limited ads such as movie or TV show posters.

Both the publisher and Massive can then continue to make money after the game has been sold.

Second, the SDK is integrated with the game to act as a client to Massive's ad servers.

It allows the game to fetch the ad, display it on a surface, and analyze how the player acts around it.

Massive refers to this as "Phase II: Integration of the Software Development Kit (SDK)."