WSJ: Microsoft to Acquire In-Game Ad Firm Massive for Up to $400 Million

Authored by dmw on April 26, 2006 - 12:27pm.

New York - The Wall Street Journal reported on Wednesday that Microsoft plans to acquire Massive Incorporated, the developer of an in-game advertising network, for between $200 million and $400 million. Neither company would comment for The Journal's story. New York-based Massive spent three years developing its technology, which allows advertisers to insert virtual billboards and other elements directly into video games. The company has partnered with video game developers and publishers including THQ, Atari, 2K Sports, Ubisoft, Konami, Sony Online Entertainment and Vivendi Universal Games. Massive's advertising clients have included Coca-Cola and Honda.
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