Microsoft swallows intermediary for in-game advertising
The U.S. company Massive places advertisements in online games. Microsoft did not disclose the purchase price.
Microsoft is buying the US company Massive, which places advertising in Internet games. According to SDA, the software giant did not disclose the price. However, the Wall Street Journal reported last week that the deal was worth between 200 and 400 million dollars. Ads in video games are intended to reach the attractive target group of young men who hardly ever use conventional media such as television.
Massive sells advertising space on beverage cans that appear in a video game, for example. Car manufacturers can enter their latest models in virtual races or advertise them on posters that appear in the game. The company has focused on games that update themselves via the Internet. This means that the advertising can be constantly changed.
