Massive Incorporated was an American advertising company that provided software and services to dynamically host advertisements within video games. Massive Incorporated was purchased by Microsoft in May 2006 for approximately $200 million to $400 million.[1][2]
The company closed down at the end of 2010.[3]
Service
The service, collectively known as The Massive Network, allows game developers to place advertisements within video games by providing a software development kit (SDK) and servers to host advertisements to be streamed to clients when the game is played. The streaming of advertisements allows old advertisements to be removed and more contextual ones applied in their place. Where games such as Need For Speed: Most Wanted had static advertisements for Cingular and Burger King