Telstra has revealed the addition of almost one million new mobile services in the six months to December 2011, but Sensis revenues plummeted 24 percent in 12 months.
The new agreement tacks an extra two years onto the contract, and will extend the range of games available to advertisers to include the next two versions of Madden NFL, NBA Live, NASCAR, and NHL.
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?
David Bass
| For the fourth year in a row, IDC has placed content security provider Websense (NASDAQ: WBSN) at the top of the IDC Worldwide Web Security 2011 –…
How to Make Business Discovery Work for Your Business
Business Discovery takes its cues from consumer apps. Like Google, it encourages us- ers to hunt for and explore data without worrying about or even noticing the underly- ing technology. Their entire experience is working within an intuitive interface to get real-time, self-service results with only minimal training. ...more
Try an easy-to-use set of web-enabled
tools for business-class productivity services. Office 365 provides
anywhere-access to email, important documents, contacts, and calendars
on almost any device.
Latest Headlines from IT INDUSTRY
