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Technology Deals Microsoft, EA extend in-game ad agreement
Technology Deals Microsoft, EA extend in-game ad agreement | Microsoft, EA extend in-game ad agreement |
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| by Stephen Withers | |
| Wednesday, 19 March 2008 | |
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The Need for Speed series is also covered, along with Burnout Paradise. According to the companies, the arrangement "provides unprecedented opportunities for advertisers to engage with EA’s highly coveted audience." Cory Van Arsdale, CEO of Massive said "Our latest agreement with EA expands advertisers' unprecedented access to EA's world-class franchises to reach young male gamers around the world." The companies are pushing in-game advertising as a way to reach males aged 18 to 34 - a group that tends to be heavy game users and (perhaps consequently) relatively light TV watchers. "This multiyear partnership reflects both the maturity of the dynamic in-game advertising medium and the benefits that our network continues to deliver for both publishers and advertisers," he added. Rather than simply building a fixed set of ads into games, Massive's system transfers fresh ads to PCs and Xbox 360s via the Internet. This allows advertisers to run game-based ads as part of wider campaigns involving other media. Extending the term of the contract provides more room for forward planning by current and potential advertisers. "With this expanded partnership, we will be able to plan dynamic in-game campaigns several years out, which is critical in making Massive's content platform a more integral part of our video game marketing strategy," said Brian Bos, senior vice president and convergence director at Mindshare - Team Detroit. But when Van Arsdale spoke of "the benefits that our network continues to deliver for both publishers and advertisers," he didn't mention customers. Have you noticed games getting any cheaper since the arrival of dynamic ads?
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