Microsoft acquires vid-ad company Massive

May 08, 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: China's Xiaomi raises more than $1 bn in funding

add to favorites email to friend print save as pdf

Related Stories

Cloud computing helps make sense of cloud forests

Dec 17, 2014

The forests that surround Campos do Jordao are among the foggiest places on Earth. With a canopy shrouded in mist much of time, these are the renowned cloud forests of the Brazilian state of São Paulo. It is here that researchers ...

GoPro gearing up to share more of its users' videos

Oct 10, 2014

For years, thrill seekers have worn GoPro video cameras to capture hair-raising skydiving, motorcycle racing and snowboarding footage from a first-person point of view. They've documented up-close and personal encounters ...

Recommended for you

China's Xiaomi raises more than $1 bn in funding

Dec 21, 2014

China's top smartphone seller Xiaomi Corp. is raising more than $1 billion in a fresh round of funding, a move which would raise its valuation above $45 billion, a report said Sunday.

Why the Sony hack isn't big news in Japan

Dec 20, 2014

Japan's biggest newspaper, Yomiuri Shimbun, featured a story about Sony Corp. on its website Friday. It wasn't about hacking. It was about the company's struggling tablet business.

Sony faces 4th ex-employee lawsuit over hack

Dec 20, 2014

A former director of technology for Sony Pictures Entertainment has sued the company over the data breach that resulted in the online posting of his private financial and personal information.

Sony tells AFP it still plans movie release

Dec 20, 2014

Sony Pictures boss Michael Lynton denied Friday the Hollywood studio has "caved" by canceling the release of "The Interview," and said it still hoped to release the controversial film.

2012 movie massacre hung over 'Interview' decision

Dec 19, 2014

When a group claiming credit for the hacking of Sony Pictures Entertainment threated violence against theaters showing "The Interview" earlier this week, the fate of the movie's big-screen life was all but ...

User comments : 0

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.