Massive Incorporated was an advertising company that provided software and services to dynamically host advertisements within video games. Massive Incorporated was purchased by Microsoft in May 2006 for approximately $200 million to $400 million.
The company closed down at the end of 2010.
|Subsidiary of Microsoft|
|Headquarters||New York City, New York, United States|
(Founder and C.E.O.)
|Parent||Microsoft Game Studios|
|Website||No longer exists|
The service, collectively known as The Massive Network, allows game developers to place advertisements within video games by providing a software development kit (SDK) and servers to host advertisements to be streamed to clients when the game is played. The streaming of advertisements allows old advertisements to be removed and more contextual ones applied in their place. Where games such as Need For Speed: Most Wanted had static advertisements for Cingular and Burger King, advertisements supplied by a streaming network allow for time-limited ads such as movie or TV show posters. Both the publisher and Massive can then continue to make money after the game has been sold.
First, placement and layout of the advertisements is planned by the developers with help from Massive. Advertisements can be any texture, but to maintain realism, advertisements are generally placed on objects such as posters, billboards, storefronts, and other likely media. Massive calls this "Phase I: Design of the Inventory Elements."
Second, the SDK is integrated with the game to act as a client to Massive's ad servers. It allows the game to fetch the ad, display it on a surface, and analyze how the player acts around it. Massive refers to this as "Phase II: Integration of the Software Development Kit (SDK)."
Adscape is a San Francisco in-game advertising company that was acquired by Google on February 15, 2007 for US$23 million. Adscape was founded in 2002 by Dan Willis, a former Nortel engineer. Adscape was launched in February 2006 with $3.2 million in funding from HIG Ventures, a venture capital company based in Atlanta, Georgia. The company offers services including delivering dynamic advertisements to video games. It has yet to form any partnerships with any game publishers as of its acquisition by Google.Google's acquisition of the company grants it Adscape's patents. Google commented on the acquisition by saying in a press release, "As more and more people spend time playing video games, we think we can create opportunities for advertisers to reach their target audiences while maintaining a high quality, engaging user experience." This acquisition was in part fueled by Microsoft's purchase of in-game advertisement company Massive Incorporated, which already has secured deals with game publishers including Ubisoft, THQ, and Take-Two Interactive, for $200 million in 2006. One expert commented on the acquisition, saying, “There is a whole world of difference between the form of advertising done by Google and Madison Avenue. [...] While everyone appreciates the dollars Google can throw around, when it comes to [in-game ad] experience they just don’t have it.” Adscape moved from its offices in Atlanta to Google's headquarters in Mountain View, California in March 2007. The company's leadership includes Dan Willis as Chief Technical Officer, Bernie Stolar as Chairman, and Eva Woo as vice president of marketing.Advertising in video games
Advertising using games is a long-standing practice in the video game industry. Various methods have been used to integrate advertising into video games to advertise products, organizations or viewpoints.The advergames sector reached $207 million in 2007.Some companies and organizations expressly commission video games to promote a product or service. These games have been referred to as "advergames" (a portmanteau of "advertising" and "gaming") a term that was coined in January 2000 by Anthony Giallourakis, and later mentioned by Wired's "Jargon Watch" column in 2001. With the growth of the internet, advergames have proliferated, often becoming the most visited aspect of brand websites and becoming an integrated part of brand media planning in an increasingly fractured media environment. Advergames theoretically promote repeated traffic to websites and reinforce brands. Users choosing to register to be eligible for prizes can help marketers collect customer data. Gamers may also invite their friends to participate, which could assist promotion by word of mouth, or "viral marketing."
Games for advertising are sometimes classified as a type of serious game, as these games have a strong educational or training purpose other than pure entertainment.Other methods of advertising in video games include product placement being integrated into in-game environments and companies/organizations sponsoring commercial games or other game-related content.Bing Audio
Bing Audio (also known as Bing Music) is a music recognition application created by Microsoft which is installed on Windows Phones running version 7.5 and above, including Windows Phone 8. On Windows Phone 8.1, and in regions where the Microsoft Cortana voice assistant is available, Bing Music is integrated with Cortana and the music search history is a part of Cortana's "Notebook". The service is only designed to recognize recorded songs, not live performances or humming. Xbox Music Pass subscribers can immediately add the songs to their playlists. A unique feature compared to similar services is that Bing Audio continuously listens and analyzes music while most other services can only listen for a fixed amount of time. Bing Research developed a fingerprinting algorithm to identify songs.On March 30, 2016 Microsoft announced that they'll create bots based on Bing features in Skype of which Bing Music was one.Bing Vision
Bing Vision is an image recognition application created by Microsoft which is installed on Windows Phones running version 7.5 and above, including Windows Phone 8. It is a part of the Bing Mobile suite of services, and on most devices can be accessed using the search button. On Windows Phone 8.1 devices where Microsoft Cortana is available, it is only available through the lenses of the Camera app (as the search button now activates Cortana). Bing Vision can scan barcodes, QR codes, Microsoft Tags, books, CDs, and DVDs. Books, CDs, and DVDs are offered through Bing Shopping.Encarta
Microsoft Encarta was a digital multimedia encyclopedia published by Microsoft Corporation from 1993 to 2009. Originally sold on CD-ROM or DVD, it was also later available on the World Wide Web via an annual subscription – although later many articles could also be viewed free online with advertisements. By 2008, the complete English version, Encarta Premium, consisted of more than 62,000 articles, numerous photos and illustrations, music clips, videos, interactive content, timelines, maps, atlases and homework tools.
Microsoft published similar encyclopedias under the Encarta trademark in various languages, including German, French, Spanish, Dutch, Italian, Portuguese and Japanese. Localized versions contained contents licensed from national sources and more or less content than the full English version. For example, the Dutch version had content from the Dutch Winkler Prins encyclopedia.
In March 2009, Microsoft announced it was discontinuing both the Encarta disc and online versions. The MSN Encarta site was closed on October 31, 2009 in all countries except Japan, where it was closed on December 31, 2009. Microsoft continued to operate the Encarta online dictionary until 2011.Free-to-play
Free-to-play (F2P or FtP) video games, also known as free-to-start, are games that give players access to a significant portion of their content without paying. Free-to-play can be contrasted with pay to play, in which payment is required before using a service for the first time.
There are several kinds of free-to-play business models. The most common is based on the freemium software model; thus, free-to-play games are oftentimes not entirely free. For freemium games, users are granted access to a fully functional game but must pay microtransactions to access additional content. Another method of generating revenue is to integrate advertisements into the game.
The model was first popularly used in early massively multiplayer online games targeted towards casual gamers, before finding wider adoption among games released by major video game publishers to combat video game piracy and high system requirements.Guitar Hero World Tour
Guitar Hero World Tour (initially referred to as Guitar Hero IV or Guitar Hero IV: World Tour) is a music rhythm game developed by Neversoft, published by Activision and distributed by RedOctane. It is the fourth main entry in the Guitar Hero series, the sixth on home consoles and the seventh overall. The game was launched in North America in October 2008 for the PlayStation 2, PlayStation 3, Wii, and Xbox 360 consoles, and a month later for Europe and Australia. A version of World Tour for Microsoft Windows and Apple Macintosh was later released.While the game continues to feature the use of a guitar-shaped controller to simulate the playing of rock music, Guitar Hero World Tour is the first game in the Guitar Hero series to feature drum and microphone controllers for percussion and vocal parts, similar in manner to the competing Rock Band series of games. The game allows users to create new songs through the "Music Studio" mode, which can then be uploaded and shared through a service known as "GHTunes".
World Tour received generally positive reviews with critics responding positively to the quality of the instrument controllers, the customization abilities, and improvements in the game's difficulty compared with the previous Guitar Hero III: Legends of Rock.High Capacity Color Barcode
High Capacity Color Barcode (HCCB) is a technology developed by Microsoft for encoding data in a 2D "barcode" using clusters of colored triangles instead of the square pixels conventionally associated with 2D barcodes or QR codes. Data density is increased by using a palette of 4 or 8 colors for the triangles, although HCCB also permits the use of black and white when necessary. It has been licensed by the ISAN International Agency for use in its International Standard Audiovisual Number standard, and serves as the basis for the Microsoft Tag mobile tagging application.
The technology was created by Gavin Jancke, an engineering director at Microsoft Research. Quoted by BBC News in 2007, he said that HCCB was not intended to replace conventional barcodes. "'It's more of a 'partner' barcode', he said. 'The UPC barcodes will always be there. Ours is more of a niche barcode where you want to put a lot of information in a small space.'"List of mergers and acquisitions by Microsoft
Microsoft is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions. Established on April 4, 1975 to develop and sell BASIC interpreters for the Altair 8800, Microsoft rose to dominate the home computer operating system market with MS-DOS in the mid-1980s, followed by the Microsoft Windows line of operating systems. Microsoft would also come to dominate the office suite market with Microsoft Office. The company has diversified in recent years into the video game industry with the Xbox, the Xbox 360, and the Xbox One, as well as into the consumer electronics and digital services market with Zune, MSN and the Windows Phone OS.
The company's initial public offering was held on March 14, 1986. The stock, which eventually closed at US$27.75 a share, peaked at $29.25 a share shortly after the market opened for trading. After the offering, Microsoft had a market capitalization of $519.777 million. Microsoft has subsequently acquired 217 companies, purchased stakes in 64 companies, and made 25 divestments. Of the companies that Microsoft has acquired, 107 were based in the United States. Microsoft has not released financial details for most of these mergers and acquisitions.
Since Microsoft's first acquisition in 1987, it has purchased an average of six companies a year. The company purchased more than ten companies a year between 2005 and 2008, and it acquired 18 firms in 2006, the most in a single year, including Onfolio, Lionhead Studios, Massive Incorporated, ProClarity, Winternals Software, and Colloquis. Microsoft has made ten acquisitions worth over one billion dollars: Skype (2011), aQuantive (2007), Fast Search & Transfer (2008), Navision (2002), Visio Corporation (2000), Yammer (2012), Nokia's mobile and devices division (2013), Mojang (2014), LinkedIn (2016) and GitHub (2018).
Microsoft has also purchased several stakes valued at more than a billion dollars. It obtained an 11.5% stake in Comcast for $1 billion, a 22.98% stake in Telewest for $2.263 billion, and a 3% stake in AT&T for $5 billion. Among Microsoft's divestments, in which parts of the company are sold to another company, only Expedia Group was sold for more than a billion dollars; USA Networks purchased the company on February 5, 2002 for $1.372 billion.Microsoft Office
Microsoft Office (or simply Office) is a family of client software, server software, and services developed by Microsoft. It was first announced by Bill Gates on August 1, 1988, at COMDEX in Las Vegas. Initially a marketing term for an office suite (bundled set of productivity applications), the first version of Office contained Microsoft Word, Microsoft Excel, and Microsoft PowerPoint. Over the years, Office applications have grown substantially closer with shared features such as a common spell checker, OLE data integration and Visual Basic for Applications scripting language. Microsoft also positions Office as a development platform for line-of-business software under the Office Business Applications brand. On July 10, 2012, Softpedia reported that Office is used by over a billion people worldwide.Office is produced in several versions targeted towards different end-users and computing environments. The original, and most widely used version, is the desktop version, available for PCs running the Windows and macOS operating systems. Office Online is a version of the software that runs within a web browser, while Microsoft also maintains Office apps for Android and iOS.
Since Office 2013, Microsoft has promoted Office 365 as the primary means of obtaining Microsoft Office: it allows use of the software and other services on a subscription business model, and users receive free feature updates to the software for the lifetime of the subscription, including new features and cloud computing integration that are not necessarily included in the "on-premises" releases of Office sold under conventional license terms. In 2017, revenue from Office 365 overtook conventional license sales.
The current on-premises, desktop version of Office is Office 2019, released on September 24, 2018.Microsoft Store
Microsoft Store is a chain of retail stores and an online shopping site, owned and operated by Microsoft and dealing in computers, computer software and consumer electronics.
The Microsoft Store offers Signature PCs and tablets like the Microsoft Surface and from third parties such as HP, Acer, Dell, Lenovo, and VAIO without demos or trialware (pre-installed free trials of certain third-party software that expire after a limited time). It also offers Windows (most retail versions), Microsoft Office and Xbox One game consoles, games and services including on-site Xbox diagnostics. The Answers Desk helps to answer questions related to Windows, Office, and other Microsoft products. The stores also offer class sessions as well as individual appointments.
The first two Microsoft Stores opened within a week of the Windows 7 launch, in Scottsdale, Arizona and Mission Viejo, California. Additional stores have since opened in California, Colorado, Georgia, Illinois, Minnesota, Missouri, Texas and Washington. At the 2011 Professional Developers Conference, Microsoft announced that they intend to open 75 new stores in the next three years.The first store outside the U.S. (and the first of eight stores in Canada) opened in Toronto on November 16, 2012 while the first store outside North America (and first store in Asia-Pacific and second flagship store) opened in Sydney, Australia on November 12, 2015 In September 2017, the company announced a store on Regent Street in London, United Kingdom .Microsoft Student
Microsoft Student is a discontinued application from Microsoft designed to help students in schoolwork and homework. It included Encarta, as well as several student-exclusive tools such as additional Microsoft Office templates (called Learning Essentials) and integration with other Microsoft applications, like Microsoft Word. An example of that is data citations, Encarta dictionary and research Encarta features, which are available in a toolbar in Word.
The product also included Microsoft Math, language and literature resources (book summaries), and research tools (such as access to an online version of Encarta). Student 2006 was the first version of the product and a new version was produced by Microsoft every year until 2009.
Microsoft announced in March 2009 that they will cease to sell Microsoft Student and all editions of the Encarta encyclopedia by June 2009, citing changes in the way people seek information and in the traditional encyclopedia and reference material market as the key reasons behind the termination. Encarta's closing is widely attributed to competition from the larger online encyclopedia Wikipedia.Microsoft Teams
Microsoft Teams is a unified communications platform that combines persistent workplace chat, video meetings, file storage (including collaboration on files), and application integration. The service integrates with the company's Office 365 subscription office productivity suite and features extensions that can integrate with non-Microsoft products. Microsoft Teams is a competitor to services such as Slack and is the evolution and upgrade path from Microsoft Skype for Business.
Microsoft announced Teams at an event in New York, and launched the service worldwide on 14 March 2017. It was created, and is currently led, by Brian MacDonald, Corporate Vice President at Microsoft.Nicholas Longano
Nicholas Longano (born 28 May 1965 in Melbourne, Australia) is a video gaming executive.Product placement
Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent.
While references to brands may be voluntarily incorporated into works to maintain a feeling of realism and/or be a subject of commentary, product placement is the deliberate incorporation of references to a brand or product in exchange for compensation. Product placements may range from unobtrusive appearances within an environment, to prominent integration and acknowledgement of the product within the work. Common categories of products used for placements include automobiles and consumer electronics. Works produced by vertically integrated companies (such as Sony) may use placements to promote their other divisions as a form of corporate synergy.
During the 21st century, the use of product placement on television grew, particularly to combat the wider use of digital video recorders that can skip traditional commercial breaks, as well as to engage with younger demographics. Digital editing technology is also being used to tailor product placement to specific demographics or markets, and in some cases, add placements to works that did not originally have embedded advertising, or update existing placements.Satya Nadella
Satya Narayana Nadella (; born 19 August 1967) is an Indian-American business executive. He currently serves as the Chief Executive Officer (CEO) of Microsoft, succeeding Steve Ballmer in 2014. Before becoming chief executive, he was Executive Vice President of Microsoft's Cloud and Enterprise Group, responsible for building and running the company's computing platforms.Surface Studio
The Surface Studio is an all-in-one PC, designed and produced by Microsoft as part of its Surface series of Windows-based personal computing devices. It was announced at the Windows 10 Devices Event on October 26, 2016, with pre-orders beginning that day.The first desktop computer to be manufactured entirely by Microsoft, the Surface Studio uses the Windows 10 operating system with the Anniversary Update preinstalled. However, it is optimized for the Windows 10 Creators Update, which was released on April 11, 2017. The product, starting at $2,999, is aimed primarily at people in creative professions such as graphic artists and designers.Surface Studio 2
The Surface Studio 2 is an all-in-one PC, designed and produced by Microsoft as part of its Surface series of Windows-based personal computing devices. It was announced at the Windows 10 Devices Event on October 2, 2018, with pre-orders beginning that day.The second desktop computer to be manufactured entirely by Microsoft, the Surface Studio uses the Windows 10 operating system with the October 2018 update preinstalled. The product, starting at $3,499, is aimed primarily at people in creative professions such as graphic artists and designers.