// startup autopsy
Massive
Massive Incorporated provided in-game advertising software and services for video games.
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Fatal mistake: Massive built an in-game ad network before advertisers had tools or confidence to measure ROI in gaming environments, making sustained revenue nearly impossible.
Key Events Timeline
FOUNDING
Massive Incorporated founded to create a dynamic in-game advertising network for PC games.
FUNDING
Raised funding totaling $10M; signed deals with major game publishers and advertisers including Atari and Ubisoft.
SHUTDOWN
Acquired by Microsoft for approximately $200M; independent operations ceased as it was folded into Microsoft's advertising division.