Massive

The SutherlandGold Group wasn’t the first PR firm to work with Massive, the company that single-handedly created the world’s first and only video game advertising network.

The company’s existing PR partner was booking media briefings and getting ink. But the coverage wasn’t making the point about Massive’s powerful capabilities to help advertisers reach an audience that had abandoned television for the videogame console.

SutherlandGold rolled up their sleeves and went to work. Massive’s beta test announcement received coverage in the Wall Street Journal, AdAge and major wire services. More importantly, the coverage positioned the company and its ad network as powerfully transformative.

When the Massive network officially went live a few months later, the media was poised to cover what was seen as a milestone not just for Massive, but as a significant historical milestone for the entire advertising industry.

Media coverage of Massive spans all the major news outlets: the Wall Street Journal, BusinessWeek, The New York Times, CNBC, ABC. No other videogame advertising company has received the coverage in all important industry trade magazines, including AdAge, BrandWeek, MediaWeek, Mediapost and more. While a growing number of competitors have cropped up since the company’s launch, Massive is always qualified as the far-and-away leader in the space. Massive has certainly captured the press’ imagination and even their daydreams – The Motley Fool asked Santa for a Massive IPO for Christmas.

In May 2006 Microsoft announced its acquisition of Massive.