Massive Incorporated

Massive Incorporated

Company type	Subsidiary
Industry	In-game advertising
Founded	2002
Founder	Mitch Davis
Defunct	2010
Fate	Defunct
Headquarters	New York City , United States
Key people	Mitch Davis (CEO)
Parent	Microsoft

Massive Incorporated was an in-game advertising company that was founded in 2002 by Mitch Davis. The company was headquartered in New York City, United States. Massive Incorporated specialized in delivering dynamic advertisements within video games, allowing advertisers to target specific demographics and measure the effectiveness of their campaigns.

History

Massive Incorporated was established in 2002 by Mitch Davis, who served as the company's CEO. The company quickly gained attention for its innovative approach to in-game advertising, which involved placing dynamic ads within the virtual environments of video games. This allowed advertisers to reach a highly engaged audience and provided game developers with an additional revenue stream.

In 2006, Microsoft acquired Massive Incorporated, integrating the company's technology into its own advertising platform. This acquisition was part of Microsoft's broader strategy to expand its presence in the digital advertising market. Under Microsoft's ownership, Massive Incorporated continued to operate as a subsidiary, working with major game developers and publishers to deliver in-game ads.

Despite its initial success, Massive Incorporated faced challenges in scaling its business and maintaining relationships with game developers. By 2010, Microsoft decided to shut down the company, citing difficulties in achieving the desired level of growth and integration within its broader advertising strategy.

Technology

Massive Incorporated's technology allowed for the delivery of dynamic advertisements within video games. These ads could be updated in real-time, enabling advertisers to run time-sensitive campaigns and measure their effectiveness. The technology also provided detailed analytics, allowing advertisers to track impressions, engagement, and other key metrics.

The company's platform supported a wide range of ad formats, including billboards, posters, and product placements within the game environment. This flexibility made it possible to integrate ads seamlessly into the gameplay experience, enhancing realism without disrupting the player's immersion.

Impact

Massive Incorporated played a significant role in the development of the in-game advertising industry. The company's innovative approach demonstrated the potential of video games as a viable advertising medium, paving the way for future advancements in the field. Although the company ultimately became defunct, its legacy continues to influence the way advertisers and game developers approach in-game advertising.

See also

• In-game advertising
• Microsoft
• Video game advertising