Peter Kafka

Recent Posts by Peter Kafka

Massive Isn't: Microsoft Reportedly Shuttering In-Game Ad Unit

In 2006, Microsoft paid more than $200 million for Massive, a start-up that inserted advertising directly into video games. Now it’s shutting the whole thing down, says Mike Shields at MediaWeek. Shields says Massive had three problems: 1) the market for in-game ads never got nearly as big as predicted 2) Electronic Arts, which represented a big chunk of the revenue Massive did have, brought its business in-house and 3) Microsoft’s Xbox unit never bought into the deal in the first place.


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There was a worry before I started this that I was going to burn every bridge I had. But I realize now that there are some bridges that are worth burning.

— Valleywag editor Sam Biddle