Microsoft has expanded the content available for dynamic in-game advertising on titles aimed at both the Xbox 360 platform and the Windows operating system via a new multiyear agreement inked with Electronic Arts. The Redmond company applauded the new partnership between Massive, its network for dynamic video game advertising, and EA as an opportunity for advertisers and publishers to benefit not only from long-term campaign planning, but also from media buying when it comes down to in-game advertising. Massive and EA essentially renewed an existing agreement for another two years, but also the addition of new gaming titles.

"EA strongly believes that dynamic in-game advertising is an important growth area for our business, and is one of many opportunities we are pursuing in growing the advertising market. We selected Massive because they are the industry leader in this space with a global sales footprint, solid brand recognition and in-depth experience in video game advertising," explained Kathy Vrabeck, president of the Casual Entertainment Label at EA.

The two companies mentioned that Madden NFL, NBA LIVE, NASCAR and NHL will be the EA content available to the Massive network for in-game advertising serving, in this manner permitting customers to reach a very elusive segment of consumers, males aged 18 to 34. The football, basketball, racing and hockey iterations of the EA SPORTS franchises are just some of the options with Need For Speed and Burnout Paradise also available.

"Our latest agreement with EA expands advertisers' unprecedented access to EA's world-class franchises to reach young male gamers around the world," said Cory Van Arsdale, CEO of Massive. "This multiyear partnership reflects both the maturity of the dynamic in-game advertising medium and the benefits that our network continues to deliver for both publishers and advertisers."