Massive – Profile
HQ: New York City
Founded: 1996, but advertising network launched in October 2004.
Management: CEO is Mitch Davis, a young Aussie who previously headed sales for Brittanica.com.
Investors: Company raised $5.5M in Series B from Draper Fisher Jurvetson Gotham (Lead), NewLight Associates, RRE Ventures, Tobat Capital
Business Model: Developed in-game, dynamic advertising for video games and creator of the world’s first aggregated video game network. Network aggregates the gaming audience across multiple game publishers and titles and provides simultaneous delivery of advertising across this audience. Important initial partnerships with Konami and Ubisoft.
Competitors: Too soon to say, but big-game companies might do it themselves. EA has a 8 person in-game ad selling team that that generated $7M this year, up 60% from 2003.
Dirt: Online ad and online game markets are hot so company should do well out of the gate. Great recent quote in a recent WSJ article: “Videogames are so effective as advertising its shocking, says Joel Schalder, Chrysler’s senior specialist for interactive marketing and games.” CEO claims technology came from Acclaim Entertainment and is capable of pushing ads while a game player is online and offline – so to some extent this is adware and there may be an initial backlash.