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by Dan Nicolae Alexa |
18th March 2008 |
 Massive Inc., a wholly-owned subsidiary of Microsoft, and EA have
jointly announced a two-year agreement that would bring dynamic
commercials inside games produced at Redwood or at EA's subsidiaries.
The deal would give companies and brands all over the world direct
exposure to a highly-coveted segment of population (young males aged 18
to 35) and would on the other side make the in-game "props" more
realistic. For now, Massive only targets the PC and the Xbox 360
platforms, with with the expected uprise of the PlayStation 3 this
year, things could expand on that platform too.
Until now, Massive has been the "virtual vehicle" for companies like
Ford Motor Co., Rogers (Canada) or Puma (Europe), but the clients
portfolio is set to expand with Opel or MindShare.
EA plans to broaden the inception of advertisements in some of its
already-famous franchises (like Need for Speed Carbon and NFS
ProStreet, which have already benefited from Massive's campaigns), but
also seeks to expand its partnership with Microsoft's subsidiary by
including another racing title, Burnout Paradise, and the EA SPORTS
franchises that it currently owns (Madden NFL Football, NBA Live
Basketball, NASCAR and NHL Hockey).
By providing certainty around Massive’s ad inventory for years into the
future, the multiyear agreement enables advertisers to plan in-game
advertising on a calendar year basis as part of a holistic campaign
development process alongside other mediums such as TV, online and
print media.
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