• by Tameka Kee , July 25, 2007

Microsoft's Massive Inc. announced the incorporation of five new sports titles from Electronic Arts (EA) into its in-game advertising network--further strengthening the in-game ad value proposition in a booming U.S. video game market.

With video game hardware and software sales topping $1.1 billion in June according to market research firm NPD, advertisers seeking to reach gamers have more consoles and games than ever to do so. The EA titles joining Massive's network include both perennial bestsellers and a number of new releases to connect brands with highly engaged sports gamers.

The Xbox 360 and PC titles include Madden NFL 08, NASCAR 08, NHL 08, Tiger Woods PGA Tour 08, and SKATE, and all five will feature the ability to incorporate dynamic in-game ads via the Massive Network.

Available ads include 2-D units (such as a movie poster or soda machine), embedded sound and video units (say, a movie trailer or music video), interactive units, and even 3-D object replacement, which can insert branded objects into the game play over a certain period of time.

EA and Massive work together to ensure that the ads are placed logically in the game environment, to avoid disrupting the experience, but still garner the maximum number of quality impressions. The companies also partner to guarantee that the ads respect both the brand's image, as well as the various professional sports league license agreements.

According to Massive's CEO Cory Van Arsdale, sports games provide advertisers with unique opportunities to serve ads--as they fit in with, and sometimes even enhance, the game play environment.

"Sports games are essentially appropriate for ads, while most of EA's games are not," said Van Arsdale. "Adding these titles to the network builds both the quality and quantity of the audience, and creates a real opportunity for brands to reach not only the male 18-34 market, but expands even to tap sports gamers in the 12- to-50-year-old-range."

"This is a huge win for brand marketers," said Brian Bos, vice president, convergence director at MindShare--Team Detroit. "The addition of these top EA titles to Massive's growing network provides the means to reach consumers [with messages] across a variety of popular sports titles that were previously unavailable for dynamic ad insertion."