Microsoft announced last week that it's going to acquire Massive, a company that serves up advertising in computer games.
"That Massive team will be joining Microsoft and the MSN group," said Robbie Bach, president of Microsoft's entertainment and devices group, speaking at the MSN Strategic Account Summit here. "They will become a key part in what we are doing in this space."
The financial terms of the deal were not provided.
Bach said that video game advertising is a potentially great opportunity, but also must be done carefully.
"Make sure whatever you do doesn't interfere with the game playing experience," he said. "Do not interrupt someone when they are gaming. It is a very immersive experience."