Microsoft Advertising Firm, Massive Inc., To Shut Down This Month

Massive Inc., a company Microsoft acquired to the tune of $200-$400 million dollars back in 2006, will shut its doors by the end of this month, according to adweek, citing sources within Microsoft itself.

The firm specializes in in-game advertising solutions for various studios. These days, however, Microsoft’s seeing efficiency and more revenue in using the Xbox Live dashboard directly, rather than advertising in a game space, so apparently there’s no more need for Massive Inc.

This is compounded even further because all revenues the firm generates must be split with studios for every game sold, a deal Microsoft isn’t pleased with.

Adweek also reports that EA’s recent decisions to keep in-game ads in-house has removed one of Massive’s largest clients, which has hurt the company substantially.

Massive hasn’t released a comment concerning the situation. Last year, with direct orders coming from Microsoft, the firm had to lay off over a quarter of its workforce.

We wish all the remaining staff lots of success in their future endeavors.