EA signs up Massive

EA has signed deal with in game ad firm Massive to bring dynamic adverts to five of its key titles, reported

Next Generation

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Madden NFL 08 (Xbox 360, PC), NASCAR 08 (Xbox 360), NHL 08 (Xbox 360), Tiger Woods PGA Tour 08 (Xbox 360, PC) and Skate (Xbox 360) will all be put on the Massive Network this year – a system which can update the ads within a game in real time through broadband. Essentially this means a wall mounted advert can one day be advertising an album, and the following day a soft drink.

Massive Inc was bought out last year by Microsoft as part of its strategy to gain a stronger foothold in the new medium.

The addition of EA’s leading titles to our network represents a tremendous opportunity for brands targeting the youth demographic and sends a clear message that in-game advertising has arrived as a compelling medium for marketers,” said Massive’s CEO Cory Van Arsdale.