
Microsoft's Xbox Live service has also grown rapidly since then, hosting over 25 million users, and it is considered a more attractive advertising target for brands. Also, Microsoft doesn't have to share revenue from Xbox Live advertising with publishers as it would have to for in-game ads.
At the time of the acquisition, it was understood that some voices in the Xbox camp were not too hot on the deal. Electronic Arts decided to pull its in-game ad business in-house, which also cut revenue for Massive.