Microsoft is rumoured to be making a bid for a specialist advertising agency that sells adverts in video games.
Speculation valued the New York-based ad agency at $400m. However, Microsoft was tight lipped about the reports.
"We do not comment on rumour or speculation and that's what it is at this stage," a spokeswoman told vnunet.com.
According to Massive, the company has served ads to more than 35 million game sessions.
"After three years of development, play testing and gamer feedback, Massive has obtained the most comprehensive understanding of the gamer audience and its reactions and preferences for video game advertising," says a statement on the company's website.
Massive Inc claims to have more than 20 blue-chip advertising partners in categories such as entertainment, packaged goods, telecoms, technology, automotive, fast food restaurants and financial services.
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