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: Monoprice takes on Amazon in trade of cheap electronics

add to favorites email to friend print save as pdf

Related Stories

At tech fest: 3D printers, bitcoin and 'Titanfall'

Mar 11, 2014

Bitcoin, 3-D printed candy and George Takei, the Star Trek-actor-turned-Facebook-phenomenon, are among the attractions this week at the South By Southwest festival in Austin, Texas, where the geek set is ...

US telecoms push back on proposed NSA plan

Mar 03, 2014

When Apple, Google, Microsoft and other tech giants united in outrage last summer over the National Security Agency's unfettered spying, telecommunications giants such as AT&T, Verizon and Sprint —whose customers are also ...

Nokia targets emerging markets with Android phones

Feb 24, 2014

(AP)—Nokia is targeting emerging markets with three low-cost smartphones that use Google's Android operating system rather than the Windows Phone software from Microsoft, which is about to take over Nokia's ...

Beleaguered Sony counting on new game machine (Update)

Feb 21, 2014

PlayStation stands out among the long list of famous Sony brands as one that hasn't faded or succumbed to a nimbler competitor. Months after hitting global markets, the latest version of the video-game console ...

Recommended for you

Chinese tech giant Alibaba set to make a splash with US IPO

9 hours ago

The largest tech IPO of the year will come from a company that many Americans have never heard of. Alibaba Group - a Chinese e-commerce behemoth - has decided to go public in the U.S. after months of speculation that it would ...

Ex-Apple chief plans mobile phone for India

Apr 19, 2014

Former Apple chief executive John Sculley, whose marketing skills helped bring the personal computer to desktops worldwide, says he plans to launch a mobile phone in India to exploit its still largely untapped ...

Airbnb rental site raises $450 mn

Apr 19, 2014

Online lodging listings website Airbnb inked a $450 million funding deal with investors led by TPG, a source close to the matter said Friday.

User comments : 0

More news stories

Growing app industry has developers racing to keep up

Smartphone application developers say they are challenged by the glut of apps as well as the need to update their software to keep up with evolving phone technology, making creative pricing strategies essential to finding ...

Making graphene in your kitchen

Graphene has been touted as a wonder material—the world's thinnest substance, but super-strong. Now scientists say it is so easy to make you could produce some in your kitchen.