Microsoft acquires vid-ad company Massive

May 8, 2006
A man walks past a giant Microsoft logo

Microsoft Corp. announced Thursday it would be acquiring Massive Inc., a creator of video-game advertising.

The company hopes this strategic move will attract broader consumer interest in interactive games and expand advertising interests starting with its products Xbox Live and MSN Games, Microsoft announced at the seventh annual MSN Strategic Account Summit.

"Advertisers are having a tough time connecting with the elusive 18- to 34-year-old male demographic because this group continues to spend less time watching TV and more time playing video games," said Joanne Bradford, Microsoft's corporate vice president of global sales and marketing and chief media revenue officer. "Massive and Microsoft can help lead with our shared vision of delivering more targeted, measurable and effective opportunities for advertisers to reach today's youth audience in a largely untapped market."

"Joining forces with Microsoft will allow Massive to deliver even greater benefits for advertisers, game developers and gamers through one of the world's largest, most comprehensive online networks," said Massive Chief Executive Officer Mitchell Davis. "While our current business relationships will remain in place, with Microsoft we have the prospect of extending our technology into a vast array of new markets and online environments."

Financial details of the acquisition were not disclosed, but Massive employees will continue working in existing offices.

Copyright 2006 by United Press International

Explore further: Computer security tools for journalists lacking in a post-Snowden world

Related Stories

Air travel and climate: A potential new feedback?

July 13, 2015

Global air travel contributes around 3.5 percent of the greenhouse gas emissions behind/driving anthropogenic climate change, according to the International Panel on Climate Change (IPCC). But what impact does a warming planet ...

Xamarin has previews of new platform features for developers

October 13, 2014

We knew there had to be a way of better monitoring apps, said Xamarin's creators. Big-name companies evidently agree with them. Microsoft, GitHub and Dow Jones are just some of the big names that have taken advantage of Xamarin, ...

Recommended for you

Interactive tool lifts veil on the cost of nuclear energy

August 24, 2015

Despite the ever-changing landscape of energy economics, subject to the influence of new technologies and geopolitics, a new tool promises to root discussions about the cost of nuclear energy in hard evidence rather than ...

Smart home heating and cooling

August 28, 2015

Smart temperature-control devices—such as thermostats that learn and adjust to pre-programmed temperatures—are poised to increase comfort and save energy in homes.

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.