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EA makes Massive in-game ad deal

By Tom Magrino, GameSpotPosted Mar 18, 2008 11:06 am PT

Publisher signs multiyear pact with Microsoft-owned dynamic ad network for spots in Burnout and Need for Speed, annualized sports.

While the debate continues to rage over whether in-game ads enhance or detract from sports titles, publishers continue to add their games to advertisement networks unabated. Today, sports publishing kingpin Electronic Arts announced it had extended its dynamic in-game ad-serving arrangement with Microsoft-owned Massive Inc. to a multiyear deal for many of its top titles on the Xbox 360 and PC.

As part of the new deal, Massive will provide dynamic in-game ads for the next two installments in the Madden NFL, NBA Live, NASCAR racing, and NHL hockey installments on Microsoft's platforms. Anyone disappointed by the inability to destroy ad-coated billboards in Burnout Paradise will be disheartened to know that they will continue to not be able to do so in the future, thanks to Massive. Also included in the deal is EA's popular Need for Speed franchise, with Massive set to provide ads for NFS: Carbon and ProStreet.

As for games not included in the announcement, such as Skate and Tiger Woods, EA and Massive were unclear as to how, if at all, in-game ads will be served. Responding to requests for comment, an EA representative somewhat contradictorily noted that today's announcement pertained to titles publicly announced. "Today's announcement is only focused on the titles included in the press release," said the Microsoft rep. "As more new EA titles are publicly announced, you can expect to hear plans about how the Massive relationship affects them."

However, the next installments in EA Sports' football, basketball, hockey, and NASCAR have not been officially unveiled. EA had not responded to requests for further clarification as of press time.

204 Comments

  • kmatsho30

    Posted Aug 20, 2009 6:31 pm PT

    knux15 Posted Apr 11, 2008 7:48 am GMT meh EA games i usually just grab a reviewers disc that was mailed to me or just go to my friends house and chip in 40:60... 60% on his end since it's at his house lol... but seriously 90% of the time I will play the reviewers copy, right a review about how bad it was and never think of the game again... I don't know the last time I gave EA a rating above 75% o wait, yea i do, it was NFS 3 Hot Pursuit

  • kmatsho30

    Posted Aug 20, 2009 6:31 pm PT

    knux15 Posted Apr 11, 2008 7:48 am GMT meh EA games i usually just grab a reviewers disc that was mailed to me or just go to my friends house and chip in 40:60... 60% on his end since it's at his house lol... but seriously 90% of the time I will play the reviewers copy, right a review about how bad it was and never think of the game again... I don't know the last time I gave EA a rating above 75% o wait, yea i do, it was NFS 3 Hot Pursuit

  • knux15

    Posted Apr 10, 2008 11:48 pm PT

    meh EA games i usually just grab a reviewers disc that was mailed to me or just go to my friends house and chip in 40:60... 60% on his end since it's at his house lol... but seriously 90% of the time I will play the reviewers copy, right a review about how bad it was and never think of the game again... I don't know the last time I gave EA a rating above 75% o wait, yea i do, it was NFS 3 Hot Pursuit doh

  • favre4thewin

    Posted Mar 26, 2008 7:24 am PT

    First its on field adds then next its in game comercials. Wait, I shouldn't have said that. Some EA executive might read this and do it for next years version.

  • Office_Ninja

    Posted Mar 23, 2008 9:11 pm PT

    If only there was a way to filter out the ads with software addons.... I haven't seen one in a long time since I installed adblock in my browser...

  • dany_gamer_kid

    Posted Mar 22, 2008 5:01 am PT

    ads in-game are useless,and they distract me and other games. i started to hate ea for they love of money on crap quality(last 2 nfs games)

  • rbenns2

    Posted Mar 20, 2008 8:42 am PT

    EA is always finding more ways to increase their profits. Good for them, bad for us. Also, do we really need more annual sequels? They deny it now, but the profits are too great for them to dismiss an annual GTA, should the Take 2 deal come through.

  • delorean529

    Posted Mar 20, 2008 7:35 am PT

    I'm againts EA's descision but I dont mind seeing a Pizza Hut in Burnout. The ads I hate are cars covered in vinyl for advertisment and billboards. I would also like to make all the ads (like that guys example of a DELL computer) destroyable. I don't like a Pepsi billboards but I love a destroyable Pepsi machine.

  • swb21

    Posted Mar 20, 2008 7:06 am PT

    Pure greed on EA's part. Will they charge $30 for a new game now? Yeah right. Video games used to be one of the few forms of entertainment where ads weren't shoved down your throat every second. EA will change that. Thanks a lot EA.

  • TehUndeadHorror

    Posted Mar 19, 2008 11:37 pm PT

    "In game ads are annoying. I was playing urnout, whoich is frustrating as you cannot restart a race if you lose, so you try not to (obviously). I was about to win when a van went across the road and blocked it, causing me to crash straight into it. i had a look at the van and it said "gillette fusion" in big letters! Now I hate gillette because they ruined my race! "

    OMG IT HAPPENED TO YOU TOO!!!

  • x-2tha-z

    Posted Mar 19, 2008 6:42 pm PT

    I was playing the Burnout Paradise demo earlier. After a few minutes driving around I noticed a billboard advertisement for Diesel jeans. It took me out of the experience and was very distracting. I turned the demo off after that. I have no plans to buy Burnout Paradise. I wish EA would disappear.

  • VINCEMEDINA

    Posted Mar 19, 2008 3:30 pm PT

    And do they ever lower the prices of the video games that have all of these ads? NO

  • Proust

    Posted Mar 19, 2008 2:57 pm PT

    I hate ingame adds and, oh how fitting, my two least favorite game companies.

  • X-RS

    Posted Mar 19, 2008 2:27 pm PT

    i hope hustler/playboy/victorias secret realize that advertising in videogames would turn them a good profit. so much for live being free.

  • perfectone30

    Posted Mar 19, 2008 1:51 pm PT

    Maybe if you guys didn't buy madden hand over foot the past 4 years EA wouldn't have the money to ruin games like they have now.

  • thefallenghost

    Posted Mar 19, 2008 1:41 pm PT

    TERRIBLE

  • H16

    Posted Mar 19, 2008 1:15 pm PT

    EA disgusts me.

  • buckybuckster

    Posted Mar 19, 2008 11:37 am PT

    I play games for the pure fun and enjoyment they provide me...not to have my status as a captive consumer catered to.

    The only good ads in video games are the fake ones.
    The day I see "VIVA VIAGRA" plastered on some in game surface...is the day I give up playing. Well....maybe not, but you get my point.

  • NinjaMunkey01

    Posted Mar 19, 2008 11:03 am PT

    In game ads are annoying. I was playing urnout, whoich is frustrating as you cannot restart a race if you lose, so you try not to (obviously). I was about to win when a van went across the road and blocked it, causing me to crash straight into it. i had a look at the van and it said "gillette fusion" in big letters! Now I hate gillette because they ruined my race!

  • thekey

    Posted Mar 19, 2008 9:41 am PT

    I say this with all honesty and bias.... F EA!

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