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Massive pioneered the in-video advertising market. As game consoles began to connect to the internet in sufficient numbers in 2003, and video game revenues exceeded Hollywood revenues for the first time, the games became a medium for real-time digital advertising to a valuable, captive audience. Massive built the largest network of game publishers, and became the one-stop-shop for advertisers to get their message delivered inside of video games. Microsoft purchased Massive in the spring of 2006.