EA Extends Massive In-Game Ad Deal

Next-Gen.Biz writes: "An extended deal between Electronic Arts and in-game ad network Massive gives both of the companies more lead time to allow for carefully-placed advertising.

In the past, Electronic Arts had made in-game ad deals on a relatively piecemeal basis. But with a sweeping two-year, multi-title agreement with Microsoft-owned in-game ad firm Massive, EA is switching its in-game ad strategy to take on a more long term approach, which execs from both companies believe will benefit both Massive and EA's studios.

"This deal gives Massive more of an opportunity to see EA's content pipeline for the next two years, letting them buy and plan for that time frame," EA senior director of in-game advertising Shelby Cox told Next-Gen in a Monday phone interview."

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