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EA Signs In-Game Advertising Deals

| 5 Sep 2006 14:35

Electronic Arts has announced two deals to stream live in-game advertisements.

On Thursday, August 31st, Electronic Arts revealed two signed deals with advertising companies to provide live, streaming in-game ads in future products. The Washington Post confirmed that Massive Inc., which was purchased by Microsoft earlier this year, and IGA Worldwide Inc. have agreed to offer dynamic advertising in future EA products.

Massive Inc. has announced that they will only be placing advertisements in XBox 360 and PC titles and will premiere their service with EA's Need for Speed Carbon. IGA Worldwide has agreed to supply streaming ads for at least three Electronic Arts games, including Battlefield 2142. Both companies have claimed that streaming and modifying ads with realistic products in games will improve the level of immersion for players.

No further financial details surrounding either deal have been released. Nielsen Media Research, best known for the Nielsen Ratings, has estimated that the in-game advertising market was valued at $75 million in 2005 and will surpass $1 billion by 2010.

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