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

Xbox Live lifts Microsoft's Q3 Gaming revenue by 4%

Xbox Live users up 13% to 52 million in the third quarter, but other Gaming figures were thin on the ground

By Matthew Handrahan

Xbox head sees opportunity in a Netflix for games

Phil Spencer says subscriptions could be a viable way to fund original story-driven and single-player content

By Brendan Sinclair

Latest comments

Sign in to contribute

Need an account? Register now.