Thankfully for players of SWAT 4, eezstreet managed to make contact with Microsoft who was 'helpful enough to refuse connections to the address,' which allowed the game to be played again. The problem is, neither game knew how to deal with blank content and therefore the lack of an ad server began 'knocking a few games offline that couldn’t understand the responses they were getting.' Eezstreet explains that the content served to SWAT 4 and Rainbow Six: Vegas became blank this month without warning, suggesting Microsoft had finally turned off the ad server. Microsoft continued to use the dynamic ad system to serve new content as recently as 2018. This worked well as long as an ad server was online to serve up the required content and formed an extra revenue stream for publishers and developers.īoth games implemented Massive's system before the company was acquired by Microsoft in 2006 and later closed down in 2010.

These ads would be placed appropriately on in-game objects such as posters, storefronts, and billboards, and would get updated regularly.

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