EA's been keen on in-game advertising
since 2006, and, two years ago, signed a pretty big deal
with in-game ad provider Massive. Apparently, though, EA won't be re-upping that agreement. As Mediaweek
reports, the publisher has instead decided to take it upon itself to coordinate in-game ad sales starting with Madden NFL 11
Elizabeth Harz from EA's global media sales division says it's basically a situation in which EA is cutting out the middle man. "Fundamentally, [EA sales execs] are talking about these gaming audiences everyday already," meaning that EA is already discussing who's playing and what products would best target those audiences.On its own, EA can create more diverse and specific advertising packages, with increased ability to personalize packages based on the potential advertisers' targeted demographic. Exciting stuff, we know.
[Via Game Politics