Case | HBS Case Collection | March 2006 (Revised February 2007)

Massive Incorporated (A)

by Joseph B. Lassiter III, Clark Gilbert and Victoria Winston

Abstract

How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success? Who are the early adopters and how does a business work with them? Katherine Hays, chief operating office at Massive Inc., faced several options for guiding the development and launch of the Massive Ad Network. Massive had recognized that young males, ages 18 to 34, were becoming increasingly hard to reach through traditional means of advertising yet, at the same time, video game usage by this highly coveted market segment had skyrocketed and online game advertising provided a valuable revenue opportunity. To capitalize on the situation, Massive had built a product that enabled the dynamic delivery of advertising content into video games. Although the concept was simple, successful adoption of the new advertising medium required the enthusiastic buy-in from three distinct audiences: game publishers and developers, advertisers and their media buyer, and gamers. To be successful, Massive needed to continue to ask questions, experiment, and listen to each of these constituencies.

Keywords: Emerging Markets; Product Launch; Online Advertising; Business Startups; Advertising Industry;

Citation:

Lassiter, Joseph B., III, Clark Gilbert, and Victoria Winston. "Massive Incorporated (A)." Harvard Business School Case 806-126, March 2006. (Revised February 2007.)