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EA signs up for more in-game ads

Megapublisher picks Microsoft-owned Massive to sell space in Madden NFL 08, Skate, and more.


Last year, Electronic Arts split its dynamic in-game advertising needs between two competing firms. IGA Worldwide was chosen to provide ads for Battlefield 2142, while Microsoft acquisition Massive, Inc. was selected for four PC and Xbox 360 games, including Need for Speed Carbon.

Today EA announced another excursion into the world of in-game ads, and the publisher is going with Massive once again. This time, Massive will provide ads for Madden NFL 08 and Tiger Woods PGA Tour 08 on the Xbox 360 and PC, and just the Xbox 360 editions of Skate, NHL 08, and NASCAR 08. In a statement explaining the company's decision, EA senior director of in-game advertising Shelby Cox said, "Massive has proven its ability to deliver relevant ads in a seamless, nondisruptive way that enhances the realism of the game environment."

Like other firms, Massive serves ads dynamically, meaning it can regularly update advertising in games on consoles with an online connection. The company's numerous other clients include Konami, Take-Two Interactive, Atari, THQ, Eidos, Vivendi Games, Sony Online Entertainment, and Ubisoft.

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