DailyTech - Microsoft Closes Massive Deal

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Software Microsoft Closes Massive Deal
Samad Khan (Blog) - May 5, 2006 4:41 PM

12 comment(s) - last by crystal clear.. on May 6 at 9:21 PM

Microsoft acquired Massive Inc. to establish a presence in the in-content advertising market

Microsoft announced on Thursday that it will be closing the rumored purchase of New York based pioneer of video game advertising Massive Inc. Microsoft did not disclose the financial details of the deal, but analysts have estimated the sale to be worth between $200M USD and $400M USD.

This acquisition widens Microsoft’s advertising distribution strategy by providing focused means of reaching the interactive online gaming demographics. According to Joanne Bradford, corporate vice president of Global Sales and Marketing and chief media revenue officer at Microsoft “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. 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.”

Massive’s technology allows for dynamic advertising to be placed in individual or group online video games. These ads often appear similar to product placements used in Movies, TV shows and video games with advertising messages on billboards, soda cans, background posters as players navigate through the virtual gaming landscape. This technology will place relevant ads and have obvious applications in the Xbox 360, Xbox Live and MSN games environment. Microsoft is also exploring Massive Technologies applications with online environments such as Windows Live and MSN.

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By tk109 on 5/5/2006 5:13:34 PM , Rating: 5

If I have to look at stupid advertisements I want the damn game for free.

RE: ...

By DigitalFreak on 5/5/2006 5:15:34 PM , Rating: 2

AMEN!

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RE: ...

By Griswold on 5/5/2006 5:18:08 PM , Rating: 3

The picture up there is from Anarchy Online, a MMORPG you can indeed play for free (at least the basic game without the expansions) due to the Massive ingame ads. If you chose to pay the monthly fee, you can turn the ads off - AO has had this model for more than a year now and was very successful with it.

So, there are good sides to all this - it just depends on what the game makers do with it.

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By kalaap on 5/5/2006 5:26:14 PM , Rating: 2

This is probably going to be the only way to make Xbox Live free for online gameplay.

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By Trisped on 5/5/2006 6:00:24 PM , Rating: 2

The only games I allow ads in are ones that I don't have to pay for or ones that have a LARGE online element, like MMOs. In both cases I expect the cost to me to be free (well, maybe pay for the MMO software, but no monthly fee).

All the Live adds could be taken care of out side the actual game, like in a game search or chat area. It's not like they actually do all that much with my $50 a year anyways.

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By rudy on 5/5/2006 11:18:20 PM , Rating: 2

Actually that will probably happen, getting people to pay for games like FPS is hard, then they want to play it for 10 years without paying again yet expect constant updates and fixes then complain when they dont get them. This would give the developers money and the players the game. Since the players are unwilling to pay more often they will let ads do it.

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By Wwhat on 5/6/2006 6:10:18 PM , Rating: 2

it is strange to you if consumers expect a product to work without major bugs? you must be a microsoft employee

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Dynamic Advertising

By crystal clear on 5/6/2006 4:21:53 AM , Rating: 2

“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 The above comment in your article speaks for itself about the negative trends of advertising.
Ask the simple question Why?
Ads have made TV boring so they turn to games.This age group does not need Ads-they know whats good for them,they know what they want,they know where to get it-in short they know it all.

So get the message.......MS

RE: Dynamic Advertising

By Griswold on 5/6/2006 1:08:22 PM , Rating: 2

quote:
This age group does not need Ads-they know whats good for them,they know what they want,they know where to get it-in short they know it all.

I wish reality was like that.

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RE: Dynamic Advertising

By crystal clear on 5/6/2006 9:21:01 PM , Rating: 2

This age group in the past produced many of who is who in the computer industry of today-I am sure a few names click up in your mind.
I also speak from experience as I have quite a few/many in the junior/middle management position with computer science+MBA background,who I mange/work with(management team)

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