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Report: Microsoft to close in-game ads dept Massive

Already looking to offload 2006's multi-million acquisition, claim sources

Microsoft is purportedly planning to dispense with Massive Inc, an in-game advertising firm it acquired in 2006 for a rumoured $200 – 400 million.

Unnamed Microsoft sources told AdWeek that the unit will be closed before November, with many of Massive's staff being moved to other positions in the parent company.

General manager J.J. Richards is allegedly seeking employment elsewhere, following what is claimed to be several months of unsuccessful attempts by Microsoft to sell the company for a mere six or seven figures.

AdWeek claims the reason for Microsoft's alleged dissatisfaction with Massive is both that in-game ads in general have not reached formerly predicted revenues, and that Xbox Live has proven a more lucrative advertising platform.

In addition, publisher EA had not renewed arrangements with Massive, instead opening its own in-game ads division earlier this year.

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Alec Meer

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A 10-year veteran of scribbling about video games, Alec primarily writes for Rock, Paper, Shotgun, but given any opportunity he will escape his keyboard and mouse ghetto to write about any and all formats.

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