GameDailybBiz said EA cooperated with Massive, IGA to incorporate dynamic in-game advertising into some of their most popular games.

EA Signs In-Game Ad Deals with Massive, IGA

Electronic Arts is stepping up its in-game advertising plans significantly with two different partnerships today. Several of the publisher?s games will be incorporated into the networks of both Massive Incorporated and IGA Worldwide. Details within...

 
Rather than offering its portfolio to one in-game ad firm, leading publisher Electronic Arts today announced two separate deals to divide many of its titles among two big players in the in-game ad space: Massive Incorporated and IGA Worldwide.

The Massive deal, the financial terms of which were not revealed, would seem to center around Xbox 360 and PC titles only, which makes sense considering that Massive is now a Microsoft-owned subsidiary. The agreement covers up to four "select" EA titles, which will be integrated into Massive?s Video Game Network. The first title to utilize Massive?s dynamic in-game advertising will be the upcoming Need for Speed Carbon. Gamers "will see both static and dynamic brand presence integrated into the game environments, across the platforms and across the geographies where they play."

"The agreement with Massive is a first step in a detailed strategy for serving advertising in a seamless format that doesn?t disrupt game play," said Chip Lange, EA?s vice president of online commerce. "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. This agreement with Massive allows us to vary what relevant ads are served to the game player."

"This is a great partnership," added Mitchell Davis, CEO of Massive. "Dynamic advertising opportunities in top EA titles across two platforms represents an unprecedented marketing opportunity for advertisers to target the youth demographic in the most engaging medium."

In EA?s other deal with IGA Worldwide, the publisher will make "select EA franchises" available for integration into IGA?s in-game ad network—financial terms of this agreement were not disclosed either. The DICE developed Battlefield 2142 will be the initial title to incorporate IGA?s dynamic advertising. Following Battlefield, "at least two additional EA titles" will be integrated into IGA?s network through the course of the deal.

"Consumers are increasingly gaming in deep, virtual worlds and advertisers need adapted ways to reach these audiences," commented Frank Sagnier, Vice President for Online and Strategic Relationships for EA in Europe. "The agreement with IGA is a first step in a detailed strategy to deliver advertising in a seamless format. We are continually looking at how to bring more connected experiences and services to consumers, and working with a network like IGA is a start to building this dimension of our business."

"At IGA, we are establishing a global advertising network with the consumer reach to rival any cable channel, yet with the proven advantages of engagement, measurability and consistently hitting the demographic sweet spot," said Justin Townsend, CEO for IGA Worldwide. "EA?s strategic commitment to the space is one that many leading advertisers have been waiting for, and no advertiser should even think about building a comprehensive marketing campaign without considering in-game advertising as a key component of their overall advertising spend."