EA and Massive expand in-game ad deal

Electronic Arts (EA) has expanded its in-game ad deal with Massive to include popular series such as ‘Madden NFL’, ‘NBA LIVE’ and ‘NASCAR racing’. Under the deal, extended for two years, Massive will also continue to be the exclusive dynamic ad provider for the PC and Xbox 360 versions of titles in the ‘Need For Speed’ series, including latest episodes ‘Need for Speed Carbon’ and ‘Need for Speed ProStreet’. Massive is working with advertisers to incorporate dynamic advertising into racing game ‘Burnout Paradise’. EA and Massive entered the advertising partnership in 2006, in a deal which marked EA’s passage from static to dynamic in-game advertising. Massive is also responsible for EA’s first live in-game ad experiment two years ago, when it streamed live internet ads into ‘Need for Speed’. EA also has a partnership with Microsoft to develop and sell ads in the PC and Xbox versions of sport titles like ‘Tiger Woods Golf’, ‘NHL Hockey’ and ‘Madden NFL’.

Published by Reinout te Brake

Reinout is a games investor and strategic business consultant specializing in the games industry. Reinout established his credentials through his own successful investments, start-ups, consulting and (advisory) board positions that led through time to strong bonds with key stakeholders in this fast paced industry. He is known for his outstanding results in the gaming industry. He has worked with many game studios around the globe and is therefore well known in the international gaming industry. Check out his games podcast; https://www.game-consultant.com

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