NEWS - Wednesday, July 25, 2007


Microsoft, EA Sign Sports Game Ad Deal

Microsoft Corp. said on Wednesday it will pipe advertisements into a slate of popular sports video games from Electronic Arts Inc., including its best-selling "Madden" football franchise. The deal, which also covers EA’s "NASCAR," "Tiger Woods" golf, "NHL" hockey and upcoming "Skate" skateboarding games, is a significant win for Microsoft as it tries to build an early lead over rivals such as Google Inc. in putting ads into video games. "The real issue here is that we’re making a network play. If I just had ’Madden,’ while great, it would be of limited value to advertisers," said Cory Van Arsdale, chief executive of Massive, a game ad company that Microsoft bought last year for $200 million. The deal comes as Massive faces increased competition from Google, which bought game ad service Adscape for a reported $23 million in March, and from privately held companies such as Double Fusion. "We need to build an overall network and this is a major stepping point to have us do that," Van Arsdale said in an interview with Reuters. Massive acts as a broker between companies that want to get their ads in front of gamers, and game publishers eager to tap new sources of revenue to offset higher development costs for flashy new titles that can cost $20 million or more to make. Financial details of the deal were not disclosed. In-game advertising was worth just $50 million in 2005, but that is expected by many analysts and industry executives to balloon to $1 billion over the next few years. The $30 billion global video game industry is also one of the fastest-growing entertainment sectors, thanks to new home and handheld gaming machines and a rush among publishers to win over nontraditional buyers like women and seniors. The ads Massive delivers are dynamic, meaning they can be tailored by advertisers to target specific groups or areas. Unlike static ads that are a permanent part of a game, they can be altered quickly to pitch new products. The deal is also the latest indication of increasingly cozy ties between Microsoft, the world’s biggest software company and EA, the No. 1 independent video game publisher. Last week, Microsoft said its gaming chief, Peter Moore, will leave to become head of EA Sports. Moore’s replacement at Microsoft will be Dan Mattrick, a former EA executive who has been a high-level adviser for months. The arrangement only covers versions of those games for personal computers and Microsoft’s Xbox 360, two platforms that have a high proportion of users connected to the Internet. Nintendo Co. Ltd.’s Wii console and Sony Corp.’s PlayStation 3 also have online services but they are not yet as developed as Xbox Live, which Microsoft has made into a cornerstone of its gaming strategy. "We would love to do Nintendo and PlayStation, but they control the platform, they control the ecosystem and they have to decide what to allow or not. It’s not something that’s in our control," Van Arsdale said.
Source: http://www.reuters.com

Site Statistics

Registered Members: 51,098
Forum Posts: 725,924
Xbox One Titles: 3,254
Xbox 360 Titles: 1,086
Xbox 360 Kinect Titles: 95
Xbox 360 Arcade Titles: 586
Original Xbox Titles: 987
Staff Reviews: 2,113
Member Reviews: 10,339
News Articles: 15,859
Screenshots: 34,681
Xbox 360 Achievements: 45,112
Xbox 360 Faceplates: 2,016
Cheat Codes: 1,706

Latest News


THQ Nordic Opens Merch Store

THQ Nordic Opens Merch StoreAre You Ready for the Biomutant Plush? Destroy All Humans! Flip-Flops? Check. Darksiders Beer-Stein? Check. Kingdoms of Amalur Hoodie? Check. THQ Nordic merch store now open!







See News Archives

Community Forum Activity

2021: XBA is still here
Post by shrew king
1 Replies, 7469 Views

Watch Dogs: Legion
Post by Nato King
0 Replies, 23473 Views

Xbox Series X or S
Post by Nato King
5 Replies, 29198 Views

Spellbreak Grand Magus Pack (3) and Starter Pack (7) Giveaway!
Post by Variation-XBA
0 Replies, 22565 Views

I pay $ 1000! I search the Element 54 Canadian launch Team signaturen Faceplate
Post by Smill
0 Replies, 21493 Views

Xbox one no signal
Post by debrartin
0 Replies, 46456 Views

do you remember?
Post by SnoochyBoochy
3 Replies, 48581 Views

i haz xbox
Post by SnoochyBoochy
0 Replies, 43256 Views

Claiming the first thread of 2020
Post by Kraft
7 Replies, 71370 Views

Important! I pay $ 1000! I search the Sweden launch and the Element 54 Faceplate
Post by Smill
3 Replies, 30317 Views

Squad Up
Post by samslophead
0 Replies, 70339 Views

TERA Skinned Xbox One X Giveaway!
Post by Variation-XBA
0 Replies, 56385 Views

Starfield Release expectations?
Post by DJ tx
4 Replies, 109720 Views

Issue with Xbox live on Xbox home
Post by rcmpayne
0 Replies, 79354 Views

Happy Birthday, Me.
Post by SnoochyBoochy
4 Replies, 95890 Views

© 2000-2021 XboxAddict.com - All rights reserved. All trademarks are properties of their respective owners.
Xbox is a registered trademark of Microsoft. XboxAddict.com is not affiliated with Microsoft.

Made in Canada
Site Design by Cameron Graphics