According to Reuters in San Fransisco Microsoft will be pumping lots of ads into EA's popular sports games. This deal including the popular title Madden which is the best selling football franchise. Also NASCAR, NHL, Tiger Woods Golf, and upcoming skateboarding games are included in the agreement. This deal is a big win for Microsoft as it tries to out do its rivals like Google at putting ads in games.
Cory Van Arsdale the Chief Executive of Massive said that "we're making a network play" which means if they just advertised i Madden and nothing else the ads might not have an impact on the viewers but if they hit all of EA's sports games then the number of impressions and views goes way up and so does the number of repeat views. Massive is the company that Microsoft bought for $200 million to do in game advertising.
Massive has to compete with Google's Adscape which is the game ad service that they bought for $23 million they also have to compete with private companies like Double Fusion. Massive's job is to act as a broker between companies that want their ads to be in games. Game developers are eager to tap into a new resource of revenue so that they can spend more on development to make better games.
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