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]
Reader Comments (10)
Posted: Mar 11th 2010 4:41AM (Unverified) said
YES Mamba....how about some cheaper games!!!!
I have not paid full price for these games in a long time. I will wait until a buddy of mine lets me borrow 'em or I find 'em at a pawn shop. If more people would do this and hit EA in the wallets, then maybe they would think about lowering the price of these games that have helped pay for themselves with in-game advertising.
Lower the price to $30 and you still make a killing with sales and advertisers.
Reply
I have not paid full price for these games in a long time. I will wait until a buddy of mine lets me borrow 'em or I find 'em at a pawn shop. If more people would do this and hit EA in the wallets, then maybe they would think about lowering the price of these games that have helped pay for themselves with in-game advertising.
Lower the price to $30 and you still make a killing with sales and advertisers.
Posted: Mar 11th 2010 8:55AM emax said
So we are still going to pay full price for a game they get to sell ads in? The ads get forced into our face and there is nothing we can do....
This is almost as bad as movies. Like Star Trek that had that nokia interface in the corvette. I mean that was just stupid.
The only reason ads, or real brands should be used at all in games is to make them more realistic. Like in Need for speed, by buying "Borla" brand performance parts.
Throwing up billboards, or having the in game announcer in madden say , "This halftime show is brought to you by Pepsi" is stupid and pointless.
And in all reality, if the gaming community wanted to show that it was really in control, everyone could boycott the next big game with ads in it, and show them we dont want them to generate excess revenue by shoving ads in our face without our consent.
Reply
This is almost as bad as movies. Like Star Trek that had that nokia interface in the corvette. I mean that was just stupid.
The only reason ads, or real brands should be used at all in games is to make them more realistic. Like in Need for speed, by buying "Borla" brand performance parts.
Throwing up billboards, or having the in game announcer in madden say , "This halftime show is brought to you by Pepsi" is stupid and pointless.
And in all reality, if the gaming community wanted to show that it was really in control, everyone could boycott the next big game with ads in it, and show them we dont want them to generate excess revenue by shoving ads in our face without our consent.
Posted: Mar 11th 2010 11:46AM (Unverified) said
It's also like paying for cable and having commercials in the cable you paid for.
Reply
Posted: Mar 11th 2010 6:30PM (Unverified) said
That screenshot isnt too bad. At least you see more colors than brown and gray
Reply
Posted: Mar 29th 2010 11:52AM (Unverified) said
Hi all - I noticed your comments about game pricing and wanted to share some info with you.
EA has exclusive deals with some major sports authorities like the NFL and NCAA. Those relationships could be costing you more for your favorite EA game titles like Madden NFL and NCAA Football.
This law firm I work with believes that those who purchased EA games could have legal claim. If you own one of EA’s popular football titles, visit hbsslaw.com/maddennfl and learn more about this case.
Reply
EA has exclusive deals with some major sports authorities like the NFL and NCAA. Those relationships could be costing you more for your favorite EA game titles like Madden NFL and NCAA Football.
This law firm I work with believes that those who purchased EA games could have legal claim. If you own one of EA’s popular football titles, visit hbsslaw.com/maddennfl and learn more about this case.
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