In-Game Ads Flood EA Titles
Advergaming and in-game advertising as a legitimate investment for advertisers just got more credibility with a new partnership between Electronic Arts (EA) and Massive. EA has agreed to sell inventory from five of its best-selling names through Massive’s in-game ad network, which is owned by Microsoft.
The network will be representing ads in the upcoming games “SKATE,” “NHL 08,” “Tiger Woods PGA TOUR 08,” “NASCAR 08,” and “Madden NFL 08.” Microsoft’s general manager of new business integration and CEO of Massive, Cory Van Arsdale has said that the incorporation of such well received games will ultimately be encouraging for advertisers to join in the network as well as in-game advertising. In-game advertising is quickly rising to be a more accepted form of advertisement and allows ads more visibility than other traditional forms of publishing.
Van Arsdale stated, “With dynamic advertising and the increasing value of the audience that we’re offering, more and more advertisers are going to spend money to get into these titles to reach this audience.”
Most of the ads will replicate the real-life sporting experience since the games in question are sports games. Ads will be placed on billboards and such. Senior director of in-game advertising for EA, Shelby Cox has said that the firms are developing other methods to incorporate ads into the games. “For these particular titles we are set on the inventory, but as we look into the future and extending this relationship, we’re interested in how can we as the publishers in this relationship push our development teams,” she stated.
So far, the ads will only appear on Xbox 360 and PC-based versions of the games as they are the only platforms that have approved the ads.
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