Microsoft, EA Extend In-game Advertising Agreement

By Aaron Linde, Mar 18, 2008 2:58pm PDT Microsoft 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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  • I don't mind in-game advertisements, but I think if a developer is going to put an advertisement for lets say Mountain Dew into a game then it should ultimately reduce the overall cost. Advertising is a huge business in itself, so with the additional profits being made would it be too much for developers to lower the prices at launch? Paying $40 is a little more appealing than having to pay $50 or more. With the exception of Call of Duty 4, I can't remember the last game I bought at launch. I usually wait until the price has dropped considerably, but the longer I wait for that to happen then the greater the chance I have forgotten about the game altogether.