calzones writes to mention a Gamasutra article, which reports on a WSJ claim that Microsoft will be buying Massive, Inc. at some point in the near future. From the article: "The article indicates that Microsoft is expecting to acquire the entirety of the New York City based company, which currently employees around eighty staff. Microsoft is reported to be keen to control how adverts are placed within a game and to try new business models which could allow the ads to subsidize lower prices or particularly expensive titles, such as massively multiplayer online games. No specific mention was made of the Xbox 360, which already displays advertising-like banners on its dashboard operating system, but has not yet permitted in-game ad companies to stream advertisements into games through Xbox Live. However, it is implied that Microsoft would not be using Massive's technology purely for Windows based games."