Microsoft Taps Van Arsdale For Massive CEO

Microsoft has named Cory Van Arsdale CEO of Massive Incorporated, the in-game ad network that the software giant purchased last April. Former CEO Mitch Davis will leave the company at the end of the month.

Prior to assuming the CEO job at Massive, Van Arsdale oversaw the company's operations as general manager of Microsoft's online services group. He described himself as a "big advocate" for Massive's acquisition. "I think it's a great strategic fit for Microsoft," he said.

He added that Microsoft intends for Massive to serve ads in Xbox as well as rival consoles, like Sony's PlayStation 3. "It's absolutely not an exclusive dimension, in any respect," he said. "The Massive business is really completely cross-platform, Xbox just happens to be one of the first challenges for us."

Davis said Massive Incorporated, as well as the entire in-game ad industry, was set for major growth with the launch of the most-recent generation consoles--the Xbox 360, the Nintendo Wii, and the PS3. "The business of in-game advertising is at a really good stage right now, the video game market is seeing growth like it's never seen before, particularly with the 360 and the high levels of connectivity," he said. "On the advertising side, we're seeing such strong interest and committed buying in the network from major blue chip advertisers that I think the market is in very very good shape."

Davis, who declined to comment on his plans for the future, isn't the only Massive exec about to depart the company. Nicholas Longano, the company's vice president for new media, also intends to leave at the end of the month to pursue other opportunities.

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