Today, EA announced partnerships with two in-game advertising companies, IGA and Massive Incorporated. Financial terms weren’t disclosed but these partnerships will incorporate advertisements into EA brand games. Selected platforms for the Massive deal are the Xbox 360 and PC, while platforms were not specified with the IGA deal. The first title affected by IGA’s deal will be Battlefield 2142 while the first game affected by the Massive deal will be Need for Speed: Carbon. Two more titles from EA are expected to utilize IGA advertisements, while "additional" titles will use Massive’s advertising network.
Mitchell Davis, CEO of Massive, held confidence of this partnership with EA, "This is a great partnership. 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."
Justin Townsend, CEO of IGA, maintained his praise for IGA along with praising EA for the deal. "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. 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 [plan]."
