EA Signs PC, Xbox 360 In-Game Ad Deals
Major game publisher EA Games has signed an advertising agreement with in-game advertising networks IGA Worldwide and Microsoft’s Massive Inc. IGA will be providing ads for three upcoming titles, including EA’s PC and Xbox 360 first-person shooter Battlefield 2142, which should hit stores in October. Battlefield gamers will see contextually relevant ads and branding targeted by a gamer’s region.
“Consumers are increasingly gaming in deep, virtual worlds and advertisers need adapted ways to reach these audiences,” said Frank Sagnier, EA Europe’s VP of online and strategic relationships in a statement.
Massive will be providing ad services for four games including Need For Speed: Carbon, also due in October. EA has incorporated static advertising into Need For Speed: Carbon’s predecessors, but the new game will combine static advertising with dynamically delivered ads that can be updated and changed in real time. Both ad networks will provide cross-platform advertising, with EA explicitly stating that Massive ads will appear on the Xbox 360.
“In places like a basketball court, football stadium or roadside in a racing game, advertising is not only nice to have, but it’s an essential component to create the fiction of being there,” added Chip Lange, EA’s VP of online commerce.
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