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Microsoft, EA Extend In-game Advertising Agreement
by Aaron Linde, Mar 18, 2008 2:58pm PDTMicrosoft subsidiary Massive Inc extended a previously-inked deal to provide in-game advertising for Electronic Arts titles, the company announced today.
The two-year extension of the deal will expand the roster of titles set to feature in-game advertising for products in various EA titles. Massive's advertising technology allows for dynamic updates of in-game advertising by streaming ads from a server whenever a game is played.
"EA strongly believes that dynamic in-game advertising is an important growth area for our business," said EA Casual president Kathy Vrabeck. "We selected Massive because they are the industry leader in this space with a global sales footprint, solid brand recognition and in-depth experience in video game advertising."
Massive currently provides in-game advertisements for the PC and Xbox 360 versions of several titles in EA's Need for Speed series. As part of the extension, the company plans to add a number of EA Sports franchises to its in-game ad service including Madden NFL, NBA Live, NHL and NASCAR.
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it's like with a DVD, I'm all for the main character having a pizza hut box sitting on his apartment counter, just don't make me skip through 6 previews in order to play that movie that I just paid $$$ for.
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