Massive wants to help the videogame industry make in-game advertising big. Working in conjunction with about 40 game publishing partners, the company offers an advertising network that targets males 13-34 years old by placing ads within videogames. The ads are served into the games rather than being hard-coded in, providing a dynamic rather than static advertising experience and allowing the company to gather data on user interaction. Massive also conducts research with gamers in order to determine the most optimal locations for ad placement. Games in the Massive network have included Splinter Cell Chaos Theory, Anarchy Online and Mall Tycoon. Microsoft bought Massive in mid-2006.

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