Massive Incorporated
| Company type | Subsidiary |
|---|---|
| Industry | Advertising, Video games |
| Fate | Shut down |
| Headquarters | New York City , United States |
| Parent | Microsoft |
Massive Incorporated was a U.S.-based advertising firm focused on delivering dynamic advertisements within video games. Purchased by Microsoft in May 2006 for a sum estimated between $200 and $400 million, Massive continued its operations until it was shut down in late 2010.
Service
The Massive Network provided game creators with the capability to incorporate streamed ads into their games through a combination of a software development kit (SDK) and dedicated servers. Unlike fixed advertisements found in games such as Need For Speed: Most Wanted, Massive's approach utilized streaming ads that could be updated in real time, allowing for timely promotions like movie or television show posters. This system enabled continuous revenue generation for both game publishers and Massive even after the initial sale.
The service ensured that advertisements were targeted appropriately, preventing unsuitable content like R-rated film promotions appearing in games rated for general audiences or ads that did not align with the game's genre. Developers worked closely with Massive to plan ad placements—commonly on elements such as posters, billboards, and store windows—to preserve an authentic in-game environment ("Phase I: Design of the Inventory Elements").
Following this, the SDK was integrated into the game to fetch and render advertisements while monitoring player engagement ("Phase II: Integration of the Software Development Kit (SDK)"). The final stage involved thorough testing and deployment to guarantee seamless functionality ("Phase III: Testing & Support").
See also
References
- "In-game ads go PlanetSide" by Corey Brotherson, Eurogamer.net, September 8, 2005, retrieved June 3, 2006
External links
- Archived Massive Incorporated website
- NPR broadcast covering Massive Incorporated and the concept of in-game advertising
- Digital In Game Advertising (DIGA) forum
- Evaluation of Massive’s advertising technology in SWAT 4 patch 1.1