EA Signs Agreement to Offer Dynamic In-Game Advertising on Xbox 360 and PC Titles; Agreement with Massive Provides In-Game Ad Solution for up to Four Titles.REDWOOD CITY Redwood City, city (1990 pop. 66,072), seat of San Mateo co., W Calif., on San Francisco Bay; inc. 1868. Manufactures include commmunications, electrical, electronic, and medical equipment. , Calif. -- Electronic Arts Inc. (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on :ERTS ERTS Electronic Arts, Inc. (stock symbol) ERTS Earth Resources Technology Satellite (US NASA) ERTS Embedded Real Time Systems ERTS Enhanced Remote Transit Shed ) today announced an agreement with Massive Incorporated, a leading network for video game advertising, in a move that will offer to marketers on a global basis new dynamic advertising opportunities across select EA franchises on the Xbox 360(TM) video game and entertainment system from Microsoft. A portfolio of EA games developed for the Xbox 360 and PC worldwide will be incorporated into Massive's Video Game Network. Massive is a wholly-owned subsidiary of Microsoft. Financial terms of today's agreement were not disclosed. The initial EA title to incorporate dynamically delivered in-game advertising In-game advertising (IGA) refers to the use of computer and video games as a medium in which to deliver advertising. 2005 spending on in-game advertising was USD$56 million, and this figure is estimated to grow to $1. via Massive is Need for Speed (TM) Carbon, the newest title from the best-selling Need For Speed franchise which was developed at EA Black Box in Vancouver, British Columbia British Columbia, province (2001 pop. 3,907,738), 366,255 sq mi (948,600 sq km), including 6,976 sq mi (18,068 sq km) of water surface, W Canada. Geography . Fans of the franchise have seen static ads in the prior three titles and now will see both static and dynamic brand presence integrated into the game environments, across the platforms and across the geographies where they play. The dynamic execution allows for in-game advertising elements to be updated and changed in real-time, keeping the advertising fresh and relevant for gamers. EA's development teams work closely with Massive to ensure that advertising is placed in areas that fit within the game environment. Additional EA titles will offer dynamic ad serving capabilities as a result of the strategic relationship with Massive. "The agreement with Massive is a first step in a detailed strategy for serving advertising in a seamless format that doesn't disrupt game play," said Chip Lange, EA's vice president of online commerce. "In places like a basketball court, football stadium or roadside in a racing game A racing game is any game that involves competing in races through a surrogate playing piece or vehicle, either getting it from one point to another or completing a number of circuits in the shortest time. , advertising is not only nice to have, but it's an essential component to create the fiction of being there. This agreement with Massive allows us to vary what relevant ads are served to the game player." "This is a great partnership," said Mitchell Davis, CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of Massive. "Dynamic advertising opportunities in top EA titles across two platforms represents an unprecedented marketing opportunity for advertisers to target the youth demographic in the most engaging medium." Massive offers advertisers the ability to reach and engage an aggregated gaming audience in real-time. All forms of downloadable media and advertising content can be contextually integrated into the game environment, including image, audio, video and game object formats. About Electronic Arts Electronic Arts Inc. (EA), headquartered in Redwood City, California Redwood City is a suburb located on the San Francisco Peninsula in the San Francisco Bay Area of California. Redwood City is the county seat of San Mateo County. As of the 2005 census, the city had a total population of 76,000. , is the world's leading interactive entertainment software company. Founded in 1982, the company develops, publishes, and distributes interactive software worldwide for videogame systems, personal computers and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS(TM), EA(TM), EA SPORTS BIG(TM) and POGO(TM). In fiscal 2006, EA posted revenue of $2.95 billion and had 27 titles that sold more than one million copies. EA's homepage and online game site is www.ea.com. More information about EA's products and full text of press releases can be found on the Internet at http://info.ea.com. Electronic Arts, EA, EA SPORTS, EA SPORTS BIG, POGO and Need for Speed are trademarks or registered trademarks of Electronic Arts Inc. in the U.S and/or other countries. Xbox and Xbox 360 are either registered trademarks or trademarks of Microsoft Corporation (company) Microsoft Corporation - The biggest supplier of operating systems and other software for IBM PC compatibles. Software products include MS-DOS, Microsoft Windows, Windows NT, Microsoft Access, LAN Manager, MS Client, SQL Server, Open Data Base Connectivity (ODBC), MS Mail, in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. and/or other countries. All other trademarks are the property of their respective owners. |
|
||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion