BIOS
Bill Burton, Director of Publisher Operations
Paula Cuneo, Director of Product Placement
In addition to these duties, Richards also manages “cross-platform” services, including the Atlas Institute, Industry Outreach and Product Planning, and serves as the subsidiary Head of Massive, Microsoft Advertising’s in-game advertising company. Immediately prior to joining Microsoft Advertising in 2008, Richards spent three years at Xbox, where he served as general manager for Xbox Live. With the arrival of Xbox 360, Richards launched the next generation of Xbox Live, Marketplace, Arcade, and Microsoft Points. Richards launched video chat via Xbox Live Vision, built the leading high-definition VOD service, extended Live to the PC, and added advertising capabilities to both the platform and online games. Under JJ’s leadership, Xbox Live became profitable, grew from 1 million to 10 million members, created a $200m+ ecosystem of micro-transactions, and was the differentiator for the Xbox 360, winning acclaim for being the world’s best online gaming service. Richards joined Microsoft in 2002, where he spent three years heading strategy and business development for the Microsoft Business Division. In this capacity, he was responsible for the growth strategy around Office, and expanding the portfolio of information worker applications such as OneNote and Live Meeting. Prior to joining Microsoft, JJ had a 10-year stint at McKinsey & Company, where he focused on consumer high-tech and growing new online businesses.
Before coming to Microsoft, Bill was a founding member of the start-up, USWeb.
Paula got her start in the interactive space at SHOUT, Inc. where she worked on some of the first OEM programs to use games as premiums for consumer product marketing programs. Paula then moved to Microprose, Inc. where she worked in Licensing and Business Development on such classic core franchises as Civilization and Magic the Gathering. Paula went on to join Activision, Inc. working as a Producer with a focus on casual games and games for girls, and in Licensing for sports athletes and endemic sponsors, which became the foundation of Activision’s in-game advertising business. Paula then founded the interactive agency Skull Club, which focused on in-game advertising and promotions programs for brands seeking to enter the gaming space. At Skull Club, Paula managed in-game activities for several large game publishers.
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As general manager for Microsoft Advertising Platform Services, JJ Richards is responsible for unifying and leading product management efforts that are common to advertisers, publishers and ad networks. Areas under JJ’s purview include targeting, data, privacy, analytics, rich media and in-game advertising. These tools and services support a wide range of advertisers and audiences across Microsoft’s owned & operated properties like MSN, Hotmail, Messenger, Xbox, Office Live and Windows Live, as well as audience segments found through partnerships like Viacom, Facebook and Digg, and through ad networks and exchanges such as DRIVEpm and AdECN. 
Bill has been at Microsoft for over ten years where he has driven a variety of large scale development efforts focused on consumer online services. At Massive, Bill is in charge of game integration, certification and ad placement analysis. Prior to joining Massive, Bill managed development of Microsoft’s Subscription & Commerce platform supporting Xbox Live, Windows Live & MSN. He has also been responsible for delivering technology solutions for consolidating global consumer support across the Windows, Windows Live and Office product families. 
An 11 year veteran of the game industry, Paula helped design and launch the in-game advertising business at Activision. Paula brings this specialized experience to her job at Massive, where she manages the Product Placement business.
Brian Elieson leads product management, strategy, and finance for Massive. Prior to Massive, he spent two and half years in Microsoft’s Corporate Strategy Group identifying growth opportunities and building business plans to address them. Brian has also worked in early stage venture capital at Scripps Ventures and in management consulting at McKinsey. 