Microsoft will reportedly close down in-game advertising unit Massive before the end of the month, as the acquisition has been one massive failure because in-game advertising never took off as envisioned a couple of years ago:
Insiders at Microsoft said that Massive general manager JJ Richards has been seeking another job, while members of Massive’s technology and sales team are gradually being assigned to other projects.
Microsoft had been seeking a buyer for Massive over the past few months, per sources. The company is said to have even approached rival in-game ad vendor Double Fusion, seeking a high six-figure or low seven-figure deal, as well as several other companies in the gaming space. When Microsoft acquired Massive in 2006, the price the software giant paid was estimated to be between $200 million and $400 million.