Massive to place ads in EA Sports games

David Johnson July 25th, 2007

Recently purchased by Microsoft, Massive has inked a deal to sell dynamic advertising into EA Sports franchise titles, such as the popular ‘Madden NFL 08.’ In game advertising is growing fast. Marketers around the world spent just $26.1 million on dynamic in-game advertising in 2006, according to estimates from Yankee Group, but the researchers project that figure will rise to $100 million this year and $645 million in 2010. Cory Van Arsdale, Massive’s chief executive, said there is huge interest from marketers looking for ways to reach video games’ sweet spot demographic: 18 to 34-year-old males, who, according to JupiterResearch, watch less TV than the average Web-connected American, but make up more than half of console gamers. As of press blog time, there was no word if the game would feature avails on the backs of photographers wearing red vests.