EA and MS sign new in-game advertising deal

News - EA sports titles covered

The debate over in-game advertising looks set to rage, with Microsoft ad subsidiary Massive and EA announcing a brand new deal for several of the publisher's biggest sporting releases.

Madden NFL 08 and Tiger Woods PGA Tour 08 for Xbox 360 and PC are covered by the new agreement, as well as NASCAR 08, NHL 08, and SKATE for the Xbox 360.

The deal will see new dynamic ads entering the aforementioned titles, allowing advertisers to modify the content of their ads even once the game has been released. "The addition of EA's leading titles to our network represents a tremendous opportunity for brands targeting the youth demographic and sends a clear message that in-game advertising has arrived as a compelling medium for marketers," Massive CEO Cory Van Arsdale beamed.

Quite what gamers will make of this new ad targeting remains to be seen, though some are questioning why ads should appear in a product they have already paid for. On the other hand, a certain amount of advertising in sports-based titles can actually enhance the authenticity of the experience.