EA signs Massive in-game ad deal

Microsoft-owned in-game ad firm Massive Inc. has inked a deal with Electronic Arts that will bring dynamic ads to five high-profile titles.

Madden NFL 08 (Xbox 360, PC), NASCAR 08 (Xbox 360), NHL 08 (Xbox 360), Tiger Woods PGA Tour 08 (Xbox 360, PC) and Skate (Xbox 360) will all go live in the Massive Network this year.

Microsoft bought Massive Inc. in 2006 in a bid to get in on the big growth expected in the advertising medium.

Massive Network delivers ads via broadband that can be changed in real-time. A billboard in a game may have an ad for Coca-Cola one day and the same billboard could be promoting the release of a new movie.

EA senior director of in-game advertising Shelby Cox said in a statement, "EA is committed to providing both great entertainment experiences for gamers and effective advertising solutions for brands and marketers."

July 26, 2007