Microsoft Cements Massive Deal
At yesterday’s seventh annual MSN Strategic Account Summit, Microsoft confirmed rumors that it is acquiring video game advertising giant Massive. This move will deliver dynamic, relevant ads across Microsoft’s online services beginning with Xbox Live and MSN Games. Massive is known for its effective product placements in video games. Financial details for the deal were not disclosed.
Justin Townsend, CEO of in-game advertising leader IGA Worldwide, told ADOTAS that the deal is important because “it validates the industry. It is showing a very early degree of maturity for the industry.” He also added, “We need to get much more of an accurate idea of what Microsoft is going to propose to its publishing partners. I think people are questioning what the intent is behind it. ” Townsend also questions whether Microsoft’s Xbox or Sony’s PlayStation will dominate the future market.
Massive’s ad technology will also help Microsoft’s advertisers take a better crack at reaching specific demographic groups. Microsoft and Massive will continue to uphold Massive’s rigorous standards for ads before they can be included in a game. Only ads that add entertainment value and realism to the game will be included. Microsoft has also begun to explore how to utilize Massive’s technology to incorporate dynamic advertising into other online environments such as MSN, Windows Live, and its adCenter advertising platform.
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