Massive Inc., Microsoft Corp.’s video game advertising unit, on Wednesday said it signed deals with Activision Blizzard Inc. to provide ads for its Web sites and the Battle.net online game service in the U.S. and several other countries.

Santa Monica-based Activision, which publishes the popular games “Guitar Hero” and “World of Warcraft,” said Massive will deliver so-called dynamic ads that change over time and can be targeted to a gamer’s location. The ads primarily will be seen in a virtual “lobby” where gamers come to recruit other players and pick games to play, but are not embedded in the games themselves.

“This partnership does not include in-game advertising, as Massive understands and respects our stance against advertising that might detract from gameplay or offend our players,” Paul Sams, chief operating officer of Activision’s Blizzard Entertainment unit, said in a statement.

Financial terms were not disclosed. Massive last month signed a deal with Agoura Hills-based game publisher THQ Inc. that allowed for dynamic in-game ads.

Activision shares were up 25 cents, or 2 percent, to $10.99 in morning trading on the Nasdaq.