Video game developer and publisher Funcom is going to include advertising in its multiplayer Internet game known as Anarchy Online.

Funcom, which is based in Durham, has signed a deal with Massive Inc. to include the paid advertising in the free version of Anarchy.

Massive is the developer of the first video game advertising network.

Funcom said people who pay to play Anarchy will not see the advertising.

“We’re excited about changing the game development business model to provide a new source of significant revenues beyond box sales and subscriptions and delivering a powerful new medium to global advertisers,” said Mitch Davis, chief executive officer of Massive.
Funcom will launch the advertising campaign in March.