Electronic Arts Signs In-Game Ad Deals With Massive, IGA Worldwide

Authored by Mark Hefflinger on August 31, 2006 - 5:42pm.

Redwood City, Calif. - Video game developer and publisher Electronic Arts on Thursday announced its entry into the in-game advertising market, signing new agreements with in-game ad providers Massive Incorporated and IGA Worldwide. Financial terms of the deals were not disclosed. New York-based Massive, a recent Microsoft acquisition, will deliver in-game ads for several of EA's titles for the Xbox 360, including "Need for Speed: Carbon." IGA Worldwide will enable advertisers to place ads within up to three EA titles, including "Battlefield 2142." "In places like a basketball court, football stadium or roadside in a racing game, advertising is not only nice to have, but it's an essential component to create the fiction of being there," said Chip Lange, EA's vice president of online commerce.

http://biz.yahoo.com/bw/060831/20060831005161.html?.v=1
http://biz.yahoo.com/bw/060831/20060831005198.html?.v=1
http://www.ea.com
http://www.massiveincorporated.com
http://www.igaworldwide.com