Things have reportedly not been going well for in-game advertising firms of late, and now another blow has been landed. Electronic Arts will apparently be dropping IGA and Massive as in-game advertising contacts and instead focus on forming ad deals on their own starting August 2010.
Earlier this week, EA pitched itself directly to major advertisers and media buyers according to Clickz [thanks GI.biz]. Company executives like CEO John Riccitiello and EA Sports President Peter Moore demonstrated various sponsorship and ad opportunities for titles like FIFA Soccer and Madden NFL, along with efforts from EA Mobile and Playfish.
Riccitiello claimed that his games had reach better than anyone else in the U.S. Elizabeth Harz, EA SVP for global media sales, talked about how engaged EA's user base is, making it perfect for advertising.
This is a move that really makes sense for EA, since they have one of the widest selection of titles in which in-game advertising actually would be a good fit.
2 Comments
October 21, 2010
A lot of companies have moved their marketing and advertising services in house for obvious financial and economical reasons. For EA Sports who holds the largest number of in game advertising opportunities this comes only as a natural move and I am actually surprised they didn't do this sooner.
Thom Westley - Easy saver complaints
December 27, 2010
My favorite game is and has been for many years FIFA soccer, Ive been hearing rumors that EA might discontinue it, I hope it stays like that, simple rumors. Does anyone know anything more recent?
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