Video Games: Massive Incorporated - Essay Example

The company is also armed with more significant information relative to its competitors. The company capitalizes on its patent-pending technology and a wide network of exclusive publishers and developers. Massive is also capitalizes on the capability and experience of its management team, wide network, innovative ideas, and technological capability.

The announcement of Microsoft last May formalized its acquisition of the in-game advertising pioneer. With its being a subsidiary of Microsoft, this brand equity is further enhanced while also increasing its reach and scope. Weaknesses. Before the acquisition by Microsoft, the major weakness of Massive Incorporated lies in its financial capability. As a start-up, the company lacked the much-needed financing to back its research and development program. It was also hard to take the risk of releasing new products without the financial muscle to back them up.

Relative to its cotitors, Massive lacks the capability of customizing its product offerings like what is being offered by Double Fusion. As opposed to IGA Worldwide, Massive's products are only applicable on a single platform. Opportunities. With the increase in the popularity of video games in all demographic segments, Massive is assured of a larger market for its product offerings. The rapid technological advancement and innovation further help the company in coming up with new services. Meanwhile, it's being a Microsoft subsidiary promises a brighter future for it as it now becomes the sole provider of ads for Xbox Live and MSN games and even all Microsoft platforms (Microsoft to Acquire 6).Threats. It is irrefutable that video games have long been criticized for their promotion of violence.

This is an underlying threat to in-game advertisers as they are fully dependent on the public acceptance of this entertainment. Massive also faces the threat of legal issues which can arise from the use of copyrighted materials in video games (Christ and Viscounty 1).