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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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aslkyu

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This reminds me of the part in Wayne's World...... Pepsi, For A New Generation..

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iamdude

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So more in-game ads huh? Well I wouldn't mind personnally if that translated into the games becoming cheaper for gamers. If it's just extra revenue, it's not acceptable

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Tauruslink

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They should make a game with alot of ads and then give it away for free. Think about it. Maybe thats the future. The companies make money thru the ads and we get the games for free. Imagine not having to buy a game ever again...

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moocow21

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I think the games should be cheaper if they're gonna shove ads in them...

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xcollector

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Why are they picking on the xbox 360? I wonder if Peter Moore had any say.

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marcy29

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i like evil monks

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HAMMER261266

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Considering EA's next gen games are marginal at best, where's all the additional revenue going? It's definitely not going into game development.

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hscream13

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So madden 08 is better on the ps3 then

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lamprey263

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I liked the Burger King trainer in Fight Night Round 3, but that was built into the game. I don't think I want some online component to control in game advertisements, it'll just be the next step before in game spam. Besides, what if for some reason they lose advertisement offers and they have a bunch of banners in their sport games that default to a blank white screen, that'd just look horrible. And then there's the download times. And what if for some reason they want to start streaming in video advertisement and it slows down the pace of the game, or interferes with it all together. I boo this idea, I boo it very very much.

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pete_merlin

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i like in game ads on games like madden because in real life its littered with ads, makes it build a realistic atmosphere!

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jcloverboy

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At least it sounds like they are making the effort to get nondisruptive ads. Could have used that in Fight Night instead of having the King from BK manager/train your fighter.

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TimothyB

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I can't imagine it cost much more to make these new detailed games. I mean they always start with million polygon models that they use to create the low-polygon models and high-res textures. With the tools today like Zbrush3 it's easier than ever to create realistic characters. I looked at NPC characters for Assassins Creed and they looked like photo realistic people in their high-res state done by one artist. So it's not like they're having to make more effort than before to provide detail for these games. I should be a bit easier now since it was harder to translate those detailed models to look good on low-polys and small textures from previous generations. Some games are more epic and cost more and more, just look at the production value of Final Fantasy over the years that was above and beyond other games, but I can't imagine EA sports games released each year costing a fortune compared to something like Killzone 2 to justify adding ads to the game.

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Pete5506

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no one gives

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xunhallowed

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Well, when there's no more Doritos on the shelves at Wal-Mart, you can just pick up a copy of Madden 08 and find out why.

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edflam311

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@ strategy 1300 its to cover the rising costs of making next-gen games.

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TimothyB

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Isn't it general knowledge among gamers that EA just rehacks these sports games over and over and over with no real improvement besides minor changes, so you already feel you don't get much for your money, and EA is just doing it to milk that money from you with little effort each year, and now they want to force more ads on you in these games? How greedy are they? They better start coming out at $40 bucks. Why not spend this time to improve the games and not figuring out ways to seamlessly sneak ads in, sheesh

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glimpus

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Can EA sellout anymore than they already have? YES!

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Lemieux66

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I wouldn't mind it in hockey. Seeing more real ads along the boards would make it feel more authentic.

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Noobberry

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aww man AD sucks so bad..

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Powerhitter0418

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Great where's the price drop on games then.

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Strategy_1300

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EA continues to put ads in games and I continue to pay the same price for the same lousy product that a large amount of their stuff is. Why does the consumer get no benefit from ads in games? When I buy an EA or any other with ads in it game I want some sort of indication that gives me the feeling that there is a purpose of ads in the games besides them getting more money.

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Superbustacap

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Who cares...

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edflam311

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ads are everywhere in the world so i'm not surprised

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