Electronic Arts recently inked the advertising deal with the Microsoft owned Massive and IGA worldwide, the two in-game advertisement providers. EA, the leading video game publisher, has its first step into the Internet advertising business. Technology wise what impressive aspect is the new dynamic advertising will allow the companies to change the ads within games whereas, until now ads of this sort were written into the game code that used to become out of date with the passing time.
Massive is likely to include at least four video games of EA following the agreement. The first game which is most likely to be included is ‘Need for Speed: Carbon’ the latest version of its famous racing series scheduled to be released in late October. In the meanwhile, IGA Worldwide is agreed to provide advertisement to three video games of EA and the first game will be ‘Battlefield 2142’ a virtual combat game scheduled to be released in mid October.
This is only tip of the iceberg as EA is likely to seal many other deals of this kind.
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