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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.
Don Mattrick now more official-sounding Xbox boss
Microsoft has promoted executive Don Mattrick to "president" of its Interactive Entertainment Business, which includes the company's Xbox business, as well as its PC and mobile gaming efforts. Previously, Mattrick was labeled a "senior vice president," though his responsibilities have not appeared to change in quite some time. He has led the Interactive Entertainment segment since July 2007. In May, Microsoft announced the pending retirement of Xbox head Robbie Bach from his position as president of the Entertainment & Devices Division (under which Mattrick's Interactive Entertainment Business is filed). Since that time, the company has seemingly done away with Bach's position (just what was he doing, anyway?), since Mattrick and colleague Andy Lees, now president of the Mobile Communications Business, where already overseeing the E&D Division's two main businesses. Both executives report directly to CEO Steve Ballmer.
