Microsoft has confirmed that Massive Inc., their in-game advertising firm, has been shut down. Only a small staff will remain at the division, while Massive’s technology is developed by others in Microsoft.
“Massive s in-game advertisement service will be integrated into Xbox Live and MSN,” Microsoft said in a statement. “We remain very committed to games and entertainment advertising, specifically on our owned and operated properties such as Xbox Live and MSN.”
This marks a sad end to a once promising division that was purchased for hundreds of millions of dollars. EA dropped Massive’s service earlier this year, opting to handle in-game ads in-house.