Massive is a wholly owned subsidiary of Microsoft, and the new deal allows advertisers to engage with EA’s audience through its roster of games on Xbox 360 and PC.
EA games that will be available in the Massive network includes the next iterations in the Madden NFL, NBA Live, NHL and Nascar franchises.
“EA strongly believes that dynamic in-game advertising is an important growth area for our business, and is one of many opportunities we are pursuing in growing the advertising market,” said Kathy Vrabeck, president of the casual entertainment label at EA. “We selected Massive because they are the industry leader in this space with a global sales footprint, solid brand recognition and in-depth experience in video game advertising.”
“Our latest agreement with EA expands advertisers’ unprecedented access to EA’s world-class franchises to reach young male gamers around the world,” said CEO of Massive Cory Van Arsdale. “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.”