Microsoft has officially confirmed its acquisition of dynamic in-game advertising firm Massive Inc, with plans to incorporate ad serving solutions into a range of online and console gaming operations. The acquisition was initially rumoured last week with a report in the Wall Street Journal that placed a estimated figure of USD 200-400 million on the deal. However, Microsoft has so far declined to comment on the financial terms of the acquisition.
Massive Inc has displayed tremendous growth in its two years of operation, employing some eighty staff with offices in New York, London, L.A., Chicago, San Francisco, Paris, Sydney, Cologne and Toronto. The company has secured a number of high profile publishing partners for its ad serving solutions, including a deal with Sony Online Entertainment, the MMO gaming division of Microsoft's platform rival. It is unknown at this stage how the acquisition will affect such deals.
News source: Gamesindustry.biz