Microsoft has acquired the 'ingame advertising leader' Massive Inc. This move is sure to bring advertising away from the television, and more to where it makes a difference – right inside the game.

Microsoft does hasten to assure gamers that no obnoxious ads will be placed, nor would anything that takes away from the immersion of the game world. Hopefully this means we won't have Mt. Dew machines rising out of a verdant jungle or Nike shoes appearing from Ye Old Armorshop.

 

The cost was estimated to be $200-400 million, and the CEO of Massive, Inc. has high hopes for the relationship. "Joining forces with Microsoft will allow Massive to deliver even greater benefits for advertisers, game developers and gamers through one of the world's largest, most comprehensive online networks."