You are here: silicon.com > Networks > WebWatch

WebWatch

Microsoft makes Massive splurge on in-game ads

Hey big spender...

Tags: massive, in-game ads, microsoft

By Ina Fried

Published: 5 May 2006 08:45 GMT

Microsoft has announced it is buying Massive, a company that puts advertising into video games.

Robbie Bach, president of Microsoft's entertainment and devices group, speaking at the MSN Strategic Account Summit in Redmond said: "That Massive team will be joining Microsoft and the MSN group. They will become a key part in what we are doing in this space."

Bach said video game advertising is a potentially great opportunity but also must be done carefully.

He said: "Make sure whatever you do doesn't interfere with the game playing experience. Do not interrupt someone when they are gaming. It is a very immersive experience."

But he said, if you put the ads in the game, the ad message can be very effective. "They get it, and they may not even know they got it," Bach said.

The financial terms of the deal were not provided.

The announcement, which was reported last week by The Wall Street Journal, was timed to coincide with Microsoft's advertiser conference, which ends on Thursday.

Earlier in the day, the software maker gave details of plans to transform its new adCenter engine from a paid search tool into a vehicle that can one day deliver all manner of advertising into websites, video streams and mobile devices.

The adCenter product is still in its infancy, though. Last quarter, Microsoft saw its revenue per search fall as it switched more of its volume onto adCenter and away from Yahoo!'s engine. Microsoft said it is now using adCenter for 100 per cent of its US paid search ads.

Ina Fried writes for CNET News.com

  1. Zones
  2. Management
  3. Networks
  4. Software
  5. IT Services
  6. Hardware
  1. Verticals
  2. Public Sector
  3. Financial Services
  4. Retail & Leisure
Read and write about internet access at the airports of the world at atlarge.com. Rate airports, and see what others have to say...

Natasha Lomas Exclusive: Jimmy Wales on what's next for Wikipedia Why Wikipedia needs geeks and why a life unplugged is unthinkable

Peter Cochrane Peter Cochrane's Blog: United breaks guitars? Customer service has changed forever


  • Jobs
Senior/Regular Engine Programmer wanted for game studio in the midlands

Expectations: • Working with technology programmers to develop in-house tools and engine technology • Profiling, performance-analysis and ...

Games Engine Programmer - Surrey

Games Engine Programmer - Surrey ? The key objectives within this role are to: o Help further develop, maintain core engine systems o Liaise across ...

Junior PPC Executive/Search Executive

Keywords: PPC, pay per click, paid search, paid advertising, natural search, pay-per-click, online marketing, digital marketing, online, digital, ...

Agenda Setters 2009
Welcome to the ninth annual Agenda Setters poll – silicon.com's list of the top 50 most influential individuals in the technology and IT industries, from techies and CIOs to entrepreneurs and business leaders. Find out more in our latest special report.





Quick Sitemap Links: