Massive Inc.'s online video game advertising network was purchased by Microsoft last year, and now the console giant intends to leverage this in-game ad muscle in upcoming sports titles from Electronic Arts. Both EA and Microsoft announce that five EA Sports titlesfor the Xbox 360 and PC platforms (Nascar 08, NHL 08, Skate, Tiger Woods PGA Tour 08 and of course Madden NFL 08) will tap into Massive's dynamic in-game advertising.

Shelby Cox, EA's senior director of in-game advertising, said, "EA is committed to providing both great entertainment experiences for gamers and effective advertising solutions for brands and marketers. Massive has proven its ability to deliver relevant ads in a seamless, nondisruptive way that enhances the realism of the game environment. We look forward to building on the strong progress we've made to date."

Massive's dynamic advertising platform allows for in-game ad elements to be updated and changed in real time, keeping ads fresh and relevant for gamers. EA's development teams work closely with Massive to ensure that advertising is placed in areas that fit within the game environment.

"We're thrilled to be EA's trusted partner for dynamic in-game advertising for these products," said Cory Van Arsdale, CEO of Massive. "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."

Wolfwood via biz.yahoo.com »