EA Signs Two New In-Game Ad Deals

Electronic Arts has today confirmed two deals with IGA and Massive Networks that will see several of the developer/publisher’s titles feature dynamic in-game advertising. Massive, which was acquired by Microsoft earlier in 2006, will be responsible for serving adverts in a number of EA titles on both PC and Xbox 360 starting with Need for Speed: Carbon. IGA meanwhile will begin their relationship by providing ads for Digital Illusions’ Battlefield 2142 on PC.

Consumers are increasingly gaming in deep, virtual worlds and advertisers need adapted ways to reach these audiences,” said Frank Sagnier, Vice President for Online and Strategic Relationships for EA in Europe. “The agreement with IGA is a first step in a detailed strategy to deliver advertising in a seamless format. We are continually looking at how to bring more connected experiences and services to consumers, and working with a network like IGA is a start to building this dimension of our business.

At IGA, we are establishing a global advertising network with the consumer reach to rival any cable channel, yet with the proven advantages of engagement, measurability and consistently hitting the demographic sweet spot,” said Justin Townsend, CEO for IGA Worldwide. “EA’s strategic commitment to the space is one that many leading advertisers have been waiting for, and no advertiser should even think about building a comprehensive marketing campaign without considering in-game advertising as a key component of their overall advertising spend.

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, 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 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.

With EA’s deal with Massive also incorporating PC games, and IGA’s deal for Battlefield 2142, you have to wonder whether the Redwood-based company is playing the two advertising firms off one another to see who comes out on top…