EA Signs Multiyear Agreement with Massive

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Electronic Arts and Massive, a wholly owned subsidiary of Microsoft, have announced an expansion and two-year extension of their agreement to offer dynamic in-game advertising for EA video games. The new global agreement provides unprecedented opportunities for advertisers to engage with EA's highly coveted audience — especially males ages 18 to 34 — through its roster of blockbuster games on the Xbox 360 platform and exclusive rights to a majority of EA's premium PC products.

With over three years of experience in dynamically serving advertisements in video games, Massive is the definitive in-game advertising solution for advertisers around the world, including Ford Motor Co. in the U.S., Rogers in Canada, and Puma in Europe. Massive's long-standing relationship with EA provides advertisers with extensive reach through EA's portfolio of premium content video games. This agreement represents a critical point of differentiation for Massive as the in-game advertising medium continues its momentum as a more attractive and effective medium compared with traditional forms of established advertising.

With the latest agreement, EA will further expand the opportunities available to advertisers by extending the participation of current titles in the Massive network as well as incorporating additional, highly anticipated games over the course of the deal. The wide range of EA content that will be available in the Massive network includes the next two iterations of popular EA SPORTS franchises including Madden NFL football, NBA LIVE basketball, NASCAR racing and NHL hockey.

Massive will continue to be the exclusive in-game ad network for PC and Xbox 360 platforms of the world's largest racing franchise, EA's Need For Speed, including current live titles Need for Speed Carbon and Need for Speed ProStreet. Massive is also working with marketers to incorporate dynamic advertising into another popular EA racing title, Burnout Paradise.

By providing certainty around Massive's ad inventory for years into the future, the multiyear agreement enables advertisers to plan in-game advertising on a calendar year basis as part of a holistic campaign development process alongside other mediums such as TV, online and print media.

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