Microsoft To Shut Down Massive In-game Ads

Microsoft has confirmed that it will be shutting down the Massive in-game advertising service it acquired back in 2006.

According to tech news site Develop, despite shutting the service down, the company is planning to keep a small number of Massive staff on-board, indicating that redundancies have already started.

Microsoft, which had acquired the company for an estimated $200 million to $400 million, said that the technology used in the Massive advertising service will be deployed in its first party advertising business and will focus on gaming before venturing into other products.

The company said that Massive technology will be integrated with MSN and Xbox, which has a user base of 25 million users worldwide.

“Microsoft will wind-down Massive's third-party in-game ad business and sunset the Massive brand name at year-end,” the company said.

“We remain very committed to games and entertainment advertising, specifically on our owned and operated properties such as Xbox Live and MSN,” it added.