EA signs Massive in-game ad deal

News
By
published

Deal with Microsoft-owned Massive Inc to bring dynamic ads to five high-profile EA titles

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

See more PC Gaming News
CATEGORIES
Next_Generation
Latest in Sports
Tony Hawk's Pro Skater 3+4 screenshot showing three skaters performing tricks in mid-air
Tony Hawk's Pro Skater 3+4 could be making a major change to Pro Skater 4, with the apparent removal of free-roaming in favor of "streamlined goals"
WWE 2K25
WWE 2K25 DLC guide to all Season Pass wrestlers
Image of the box art for Tony Hawk's Pro Skater 3 + 4 on the PS5 and Xbox Series X/S with an orange GamesRadar background.
Tony Hawk's Pro Skater 3 + 4 pre-orders include Doom Slayer and an actual full-sized skateboard
Tony Hawk's Pro Skater 3 + 4
Tony Hawk's Pro Skater 3 + 4 launches this July with new parks for "for the first time in 10 years," and you can pre-order to get a demo in June
Tony Hawk's Pro Skater 1 and 2
Tony Hawk's Pro Skater 3+4 rumors have just been upgraded from podcast mentions and Call of Duty map teasers to a full countdown on the official Activision website
FC 25
FC 25 FUT Fantasy FC tracker and February promo guide
Latest in News
a titanium watch with grey and orange features on the arms and face
You can look like Solid Snake with this Death Stranding 2 watch, but it'll cost you over $1,500
Monster Hunter Wilds trailer screenshot showing a young woman with long blonde hair tied back into a ponytail smiling slightly, pumping her left fist in the air
Monster Hunter Wilds' Gemma actor requests "tips for beginners" from fans of Capcom's action RPG as it's the "first MH game that I've ever played"
Doom: The Dark Ages screenshot
Doom director claims The Dark Ages can be beaten without using a gun, but "the game's not necessarily built to do that"
Giancarlo Esposito in The Electric State
The Electric State may be the Russo brothers' most challenging VFX project yet, but stars Stanley Tucci and Giancarlo Esposito say it's one of the easiest films they’ve ever done
The Last of Us season 2 trailer shows spores
The Last of Us season 2 is bringing in one of the biggest game omissions from season 1 – and the showrunners say it's for a "good reason"
Chris Cocks with a transformer grimmacing behind him
Hasbro CEO, D&D DM, and self-professed "AI bull" Chris Cocks says AI is "supercharging fandom" which is "just net good for the brand"
More about sports
Tony Hawk's Pro Skater 3+4 screenshot showing three skaters performing tricks in mid-air

Tony Hawk's Pro Skater 3+4 could be making a major change to Pro Skater 4, with the apparent removal of free-roaming in favor of "streamlined goals"
WWE 2K25

WWE 2K25 DLC guide to all Season Pass wrestlers
Split Fiction screenshot of Zoe and Mio in a fantasy world

Split Fiction feels like a Mass Effect-meets-Fable platformer and I'm obsessed with it after just one hour
See more latest
Most Popular
Chris Cocks with a transformer grimmacing behind him
Hasbro CEO, D&D DM, and self-professed "AI bull" Chris Cocks says AI is "supercharging fandom" which is "just net good for the brand"
a titanium watch with grey and orange features on the arms and face
You can look like Solid Snake with this Death Stranding 2 watch, but it'll cost you over $1,500
Monster Hunter Wilds trailer screenshot showing a young woman with long blonde hair tied back into a ponytail smiling slightly, pumping her left fist in the air
Monster Hunter Wilds' Gemma actor requests "tips for beginners" from fans of Capcom's action RPG as it's the "first MH game that I've ever played"
Doom: The Dark Ages screenshot
Doom director claims The Dark Ages can be beaten without using a gun, but "the game's not necessarily built to do that"
Giancarlo Esposito in The Electric State
The Electric State may be the Russo brothers' most challenging VFX project yet, but stars Stanley Tucci and Giancarlo Esposito say it's one of the easiest films they’ve ever done
The Last of Us season 2 trailer shows spores
The Last of Us season 2 is bringing in one of the biggest game omissions from season 1 – and the showrunners say it's for a "good reason"
A screenshot of a castle in Manor Lords.
Manor Lords dev confirms "castles and sieges are now in the works" for the city builder, as well as a new map that could get its own game mode in the future
Daredevil: Born Again
Vincent D'Onofrio responds to a fan who thinks Daredevil: Born Again has "ruined" Kingpin: "Thanks for the support dumbass"
One Piece Egghead arc
After 18 years, the English dub of long-running anime One Piece has finally caught up with the original Japanese version
Death Stranding 2 trailer showing Sam shooting at an enemy
Hideo Kojima aims to beat the ‘walking simulator’ allegations as Death Stranding 2 releases combat-heavy trailer