Considering that Massive Incorporated is a business that predicates its success on its ability to develop and present high-quality, active content over the Internet, its website is remarkably static and does nothing to support the technological wizardry that's associated with the brand. As a result, visitors to what should really be an absolute blockbuster of a site might be left pondering the paradox of its presentation.

Notwithstanding those attempts at building its online credibility, however, nothing is going to "show us the money" like a fully animated clip of the product in action. Unfortunately, Massive falls short in that regard.

Sure, Massive can point to the fact that it has already hosted 35 million game sessions since it established a web presence, and that Toyota has already used the Massive network to promote its new Yaris sedan. Likewise, Massive can also continue to use the confines of its website to evangelize the size of its target market—but must it be done with such a lack of enthusiasm and energy?

It's disappointing, if not mind-boggling, that a company known for cutting-edge technology does not market itself on the web as thoroughly as it could. Massive's online proposition should be brimming with dynamic, interactive material—and it should also be leading the way in terms of functionality. For instance, why not have a short download where users can insert their logos and brand names directly into a piece of script and see them brought to life? Why not also start an online gaming community courtesy of its network, or captivate its audience with streaming audio and animation?

While Massive undoubtedly has a product that tops its market, its positioning on the web has a steep hill to climb. It is clear, therefore, that in order to realize its online potential, the brains behind the business should start investing some time in what's happening underneath the domain—and perhaps fill our browsers with a little more inspiration.