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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.

173 Comments

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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Avatar image for AgileNate
AgileNate

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WTF.....Lower the price if there gunna throw all these ads in games. Its not like they need the money, games like Madden only get the roster updated and a little tweaking in graphics.

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nippon_gamer

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If games become cheaper to develope i think it would lead to better games because more people can come into the business knowing they can make money. This kind of sponsership from ads help people be more creative and take chances because of the guerenteed money from ads

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moppy43

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This is absolute bull... Unless EA decides to throw coupons for free food at Burger King along with their games, which would be sweet. But really, if EA concentrated on putting more quality into their games, they wouldn't need this.

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GameSnake89

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if theirs ads in the game then lower the price and i will buy them

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patmacfad

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It's called product placement, people. It's been in movies for quite awhile. It's nothing new.

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Pebo1

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This is MAJOR B.S. I wish everyone, INCLUDING ea fanboys would just NOT buy their games for a while. First they put it in the sports games to ease us into it then before you know it our games have turned into F___King ads. Seriously, we need to honestly boycott their products or else it will never end. It amazes me how they TELL US what we want. I wonder, since they are making money with the ads in game will the games be cheaper????? Hell no, EA is out to rape us all. They are nop longer about gaming but about hald ass products with a ton of marketing to make money. Every company is about money but at least most companies take care of their customer base. EA really has become all greed. BOYCOTT EA!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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Avatar image for jakndaxter7223
jakndaxter7223

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**** EA

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Bgrngod

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So I wonder if I am going to get a refund on my internet connection for the bandwidth I will loose so these companies can "advertise" to me in a product I already paid for. In games ads belong ONLY in free games. Make them free, and I'll be fine with it.

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couggod

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This will continue until games are actually viewed as a valid art form. Until then, Companies will use all available means to make money off of their investments. Oh and the price of the games will not drop because people are willing to spend $60 on a game. Want the price to go down, stop buying them at the high price they are charging.

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swb21

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If EA is putting more ads in their games, they better lower their prices. $60 (even $50) is way too much to pay when we have to suffer through ads. New games better cost $30 and not a penny more. EA is making a killing off of these ads that ruin gameplay. One thing I loved about video games is that its one of the few forms of entertainment where ads aren't shoved down your throat constantly. Thanks to EA, that will change. The new NCAA 08 game costing $50 for ps2 was an absolute joke. If EA is still charging full price for their games, I will stop buying their games. Everyone should do the same. Having ads in the first place is ridiculous, but suffering through ads on a game you paid full price for is unaccpetable. Boycott EA if this is the case. This goes to show EA doesn't care about quality gameplay, they're doing this because of one reason: Greed. Say you buy a DVD movie, would you want commericals during the movie?

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MaddenBowler10

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$60 for a new game is ridiculous. they need to start marking them down now, i know a lot more people would buy the newer games if they marked the priced back down to $50. i would.

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ro-co-to

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If it can lead to a substantial decrease in the games' price, they should go ahead and do it as much as they want. But $60 for ads that may appear during loading screens is a bit much, they are just looking for ways to make more money and this definitely will generate "massive" amounts of cash.

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payback_56

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I know, G4 said it best, u pay for cable, but not for each channel, so they have commercials to pay for it, u pay extra for HBO, so there r no commericials, so if we have ads in a game, why r we still paying full price? Hey, how many people would even be happy if the price went back to $50 like last gen games were? That would be enough to make me happy! (with ads in game)

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TENTHROW2

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if they sell adspace in a game and the game is STILL 59.99, then i have a problem with it. If they are going to be making revenue from adds, they need to pass some of the benefit to the player in reduced game costs that are suplimented by the ads.

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Kadaj108

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In the end if game prices do lower I think they would make more money anyways making it more affordable for people to buy more games then they normally would. Despite just being a rental.

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rose_please

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its only good for sports games and driving games, i dont wanna see some random terrorist run up to me in CoD 4 and try to advertise some corporates product. nty though ads help fund game development and help make a game better. just look at forza 2 teamed up with Turn 10, games doing great in the community, and Turn 10's hosting tournaments, scoreboards, funding free events. they just hosted an event where there giving out free steering wheels, 12 month xboxlive, play and charge kits, ms points, all that for anyone who just owns the game. but dont push it to far and bring it into the fps, action, genres.

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Kadaj108

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I know they are getting paid top dollar for that ad space in games. I think they should pass along the money to us in ways of lower game prices.

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BraveArc

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Who cares about ads, it's the game that matters

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rptransam09

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Haha, could you picture Snake or Master Chief sportin' a pair of Nikes?

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SUKMAIPAGODA

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Adds authenticity, I think................doesn't bother me.

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Buckeye556

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to be honest, if you think about it ad's are everywhere in games to the point where it doesnt really bother me anymore

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tony2077ca

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if it makes games cheaper then i'm all for it if not then no

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Agulf

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Thing is, the games won't be cheaper for the consumer. It will be cheaper for developers because the ads help with production costs. The price in stores will remain the same.

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NinjaMunkey01

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this is not ood unless game prices go down. they probably wont though. It would be anoying if you were playing something like oblivion though an you would walk past a sign saying 'burger king' or something. there must be a line drawn somewhere. ads will change nothing the only way to sell a game it to make it GOOD. not pack it with annoying ads.

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Simpsonsfan2

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I think if it's fine if they put ads in sports games, but i wouldn't want them in some games, like the Ea game The Simpsons Game, or a game like Legend of Zelda.

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everccr

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just like vintage converse 2004!!

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Poshkidney

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i don't mind they put them in burnout and i hardly notice them but if it means they become cheaper that would be nice. And it could combat pirates

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nippon_gamer

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this will help developers with development costs and may lead to future reduction of the price of my games so im all for it unless they strat to include commercials then i avoid ea forever

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fudger2

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Sell-outs, greedy people are words that describe madden developers.

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crazyamericansn

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you know what my philosophy about this is, if they get to put advertisements in games, then they should cut the price of the game! Ads are there cause they pay for things, and if I don't get something for seeing an ad, then I get edgy -.-''

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Fathomglow

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heh. agreed. I mean whats next, NPC's in games soliciting me for free trials of stuff. The line should be drawn somewhere, the billboards and occasional posters in racing games was fine, but it has to end somewhere.

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KennyJr12

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Good to know that even in a fantasy world I won't be able to escape the constant bombardment of advertising that I have to deal with in just about every other aspect of my life. When are people going to stand up and say they've had enough with this kind of treatment? Prices will stay the same, games will still be mediocre, and that's perfectly cool with all of these madden playing "hardcore" gamers. Guess EA and all those other companies didn't get the hint that they can ditch the ads and actually make MORE money by developing a good game and not shoveling the same crap down our throats year after year. It doesn't help build atmosphere, it helps to make the suits at these companies more money and that's about it. Thank You Punkarl

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punkarl

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Good to know that even in a fantasy world I won't be able to escape the constant bombardment of advertising that I have to deal with in just about every other aspect of my life. When are people going to stand up and say they've had enough with this kind of treatment? Prices will stay the same, games will still be mediocre, and that's perfectly cool with all of these madden playing "hardcore" gamers. Guess EA and all those other companies didn't get the hint that they can ditch the ads and actually make MORE money by developing a good game and not shoveling the same crap down our throats year after year. It doesn't help build atmosphere, it helps to make the suits at these companies more money and that's about it.

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Toma88

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As long as it doesnt ruin the feel of the game, then I am in favour of it. But if gameplay suddently is interrupted because of ads, then i would be very dissappointed. In games like Need for Speed, I wouldnt mind driving past a billboard or something advertising for Coke for example.

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goofie21

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heck may as well get used to getting the shaft on the game paying 59.99 a pop then they make money off of in game ads.................nice.

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neofied

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Awesome more adds. Maybe soon they'll have games that are adds only, wait........................Burger King?

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lurquor_habit

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getting third party companies on board = more funding for the games = better games. so long as it's subtle or they're placed realistically, i'm all for it.

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eligangster

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i dont mind games with ads, but its stupid because the prices are exactly the same

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bigdog2j2

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I say if they are getting paid to put the ads in the game, and the ads cut into the game like in sports games, than we should see some of the benefits of this with lower cost of the game, or some type of apprciation gifr with the game besides a gay shirt

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xboxlover175

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who cares about in game ads? it doesn't make a difference to me what so ever/

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dlanor_127

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I wouldn't have a big problem with in-game ads if some of the relative savings are passed on to the consumers. However, this isn't happening. Spin it any way you like, but you're paying a premium price to be advertised to in game, and some publishers/developers have forced some absolutely horrendous methods that actually interfere with gameplay or immersion. Get a clue, Devs, if your game wins the "most despicable use of in-game advertising" award over the Burger King games, then you need to lay off.

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GoSpeedGo

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I don't understand this outcry against in game ads. If anything it just makes games more realistic, isn't that what developers are striving for anyway? I mean games that are supposed to take place in "our world" should naturally contain our products, not fictional ones.

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trystkl1826

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I originally thought in game ads would lighten some of the financial weight of the publishers, therefore, helping to cut the cost of games. But the cost has not changed in any of the games that I play, which carry ads. Billboards...maybe, but an ad that stops, slows down, or interrupts my game play, is unacceptable.

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mangepenge

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[This message was deleted at the request of the original poster]

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Cobra5

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The ads in BF2142 were really annoying because they really stuck out... seeing an add for "Ghostrider coming to DVD!" in the middle of a sci-fi battle really broke the mood.

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subtact

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The "Toyota Fast Break" replay did put games of NBA 2K7 on pause. You could skip through the replay, but the 5 second or so product logo animation you couldn't skip. Luckily, the replay didn't happen with every single fast break point scored. It definitely was irritating at times. At least at present, games with more over the top and graphic violence will naturally deter advertisers, for example, The Darkness doesn't have advertisements for any real products, as I'd imagine there's not a product out there that wants to be associated with heart devouring and cop killing.

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rl_41

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Am I the only one who doesn't really care about in-game advertisement? Especially in sports games, having the whole "Snickers hungriest player" or the "Toyota replay" just seems the same as TV. As long as it doesn't freeze up the gameplay I'm good.

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dmastor

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I like the ads when done right like in ghost recon 2 the billboards were cool but when don't like in fight night it's funny but still done right just as long as it help develop games i don't care keep them coming for betters game making

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racerx737

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if the adds fit into the gameworld, then ok, other than that though leave them out because they can be distracting from the immersion of the game

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Oni

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In game ads will never make the game cheaper. It only serves to make the developer or publisher more money.

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