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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.

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Chris Buckley avatar

Chris Buckley

Sales Manager

Chris Buckley joined GamesIndustry in January 2010, now based in BC Canada, Chris is a veteran of the global games industry. Starting out in coin-operated amusement machine (arcades) trade publishing in 1995, for Centaur Communications ‘AB (Amusement Business) Europe’ magazine, Chris made the leap into consumer games and joined MCV Media in February 2000, where he quickly became head of sales looking after a number of entertainment brands and sales staff, before immigrating to Canada in 2008. Chris now handles all commercial sales activity for GamesIndustry.biz, and sponsorships for GamesIndustry’s trade events like the GI Investment Summit.