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Massive ad tech to be rolled into Microsoft first-party business
Microsoft has confirmed the reported closure of its Massive in-game ad company and the dissolution of the brand name. Posting on the Microsoft Advertising Blog, corporate ad VP Rik van der Kooi explained that the Massive technology would be integrated into Microsoft's first-party ad business, "focusing initially on gaming," including the Xbox Live and MSN Games properties. He added, "This also means that Microsoft will wind-down Massive's third-party in-game ad business and sunset the Massive brand name at year-end." Microsoft purchased Massive Inc. in 2006 for between $200 and $400 million. Last year, the business suffered significant layoffs despite recording soaring revenues. Microsoft will retain a Massive skeleton crew to wrap up ad campaigns running through the end of 2010. "We will make the wind-down process as seamless as possible for them," Kooi said -- for the clients, that is. No word yet on whether any Massive employees will be transferred to the first-party ad division.
Microsoft, MSN game devs to share in-game ad revenue
Developers for titles hosted by MSN Games can now expect to have an extra outlet of income, care of Microsoft. The House of Gates is promising to share portion of the revenue earned from in-game advertisement generated by a title to the respective game maker. The model is divided between two tiers: Level I: developer will be given ten percent of the ad revenue, no obligations necessary Level II: developer will earn 20 percent of the revenue, but their game must be submitted to the ESRB for a rating. The title must also provide a "deluxe experience" lasting at least 10 hours. Of course, if a developer is willing to place advertisements within its title, then there's no reason to avoid an ESRB rating and not earn the extra ten percent -- we imagine "deluxe experience" is a subjective term, as we could theoretically make Text Twist and ten hour game.There's an added bonus for Microsoft concerning this business model, in that the more ESRB-rated games it has, the easier it will be for Windows Vista to properly filter content in tune to the Parental Control settings. The only outlet currently mentioned is MSN Games, but how long until this business permeates through Xbox Live Marketplace?
Casual games consuming 'me time'
According to a survey commissioned by MSN Games, Americans are stressed out and starved for their 'me time,' with more than half of the adult population squeezing in less than an hour of daily downtime. Microsoft, with a thumbs-up from Stress Institute founder Dr. Kathleen Hall, is encouraging the over-worked to join millions of others who spend their fleeting moments of free time playing casual games. "Taking a break to solve a brain-teasing puzzle or take on a fun vocabulary challenge on MSN Games is a perfect way to clear your mind of the clutter and stress that can pile up during the day," diagnosed Dr. Hall.But does playing a game actually "clear" your mind, or just distract it? Even worse, what happens when you can't solve the brain-teaser -- does the stress continue to accumulate? Perhaps if you've got only 20 minutes a day to yourself, you should spend less time playing, and more time examining your lifestyle. Take a walk. Decide if a life devoid of 'me time' is actually making you happy. See that guy in the picture? He's just about to take back his 'me time' ... wait for it ... wait for it...
