Sections

Microsoft to retire Massive in-game ads brand by year end

Company confirms closure, will integrate tech into first-party ads business

Microsoft has confirmed that it is to close Massive Inc, the in-game ads firm it bought for a rumoured $200-$400 million in 2006.

Following a report by Ad Week a few weeks ago, Microsoft has said it will redeploy Massive's technology into its first-party ads business

"This also means that Microsoft will wind-down Massive's third-party in-game ad business and sunset the Massive brand name at year-end," said advertising community manager Rik van der Kooi.

Xbox Live will now become the "singular Microsoft in-game and around game advertising platform for advertisers," added van der Kooi.

"We are very committed to helping our current Massive customers through this transition. We will retain a small staff of people to service existing clients whose campaigns run through year-end," he concluded.

Related stories

Microsoft introduces anti-cheating tool for UWP games developers

TruePlay aims to help studios monitor their games for common attacks, locks opt-out players from selected modes

By James Batchelor

Microsoft calls it quits on Windows Phone hardware and features

After years of largely fruitless effort, Joe Belfiore confirms what many had long assumed

By Matthew Handrahan

Latest comments

Sign in to contribute

Need an account? Register now.