Microsoft Corp. is planning to buy Massive, an in-game advertising company, in a deal valued between $200 and $400 million, the Wall Street Journal reported.

Through the deal, Microsoft plans to use Massive's in-game ad technology within Microsoft game titles to better target the 18- to 35-year-old male demographic.

Microsoft's acquisition of Massive shows how many major media companies are extending their interest in the booming gaming industry. Earlier this week, Viacom Inc. bought gaming social networking company Xfire Inc. for $102 million. Last September, News. Corp. announced it was buying online gaming company IGN Entertainment, Inc. for $650 million.

A spokesperson from Massive was not immediately available for comment.