EA signs in-game advertising deal
Publishing behemoth taps another revenue stream
Game publishing giant EA and advertising network IGA have signed an agreement that will see IGA place dynamic adverts inside at least three EA titles - DICE developed Battlefield 2142 will be the first and is due for release in autumn this year.
In the deal, "contextually relevant" adverts will be placed inside the game environment promising advertisers "the proven advantages of engagement, measurability and consistently hitting the demographic sweet spot".
"Consumers are increasingly gaming in deep, virtual worlds and advertisers need adapted ways to reach these audiences," said Frank Sagnier, a man with a very long job title. "The agreement with IGA is a first step in a detailed strategy to deliver advertising in a seamless format. We are continually looking at how to bring more connected experiences and services to consumers, and working with a network like IGA is a start to building this dimension of our business."
How gamers will react to their paid-for game being used to display adverts is relatively unknown as yet – indeed as is how it will affect the future development of genres more or less suited to having adverts placed inside them.
Targeting the ever elusive 18 to 34 males who tend to shun mainstream TV is obviously the aim of the game here. The statistics all point to this demographic spending more and more time gaming, however motivating the conservative advertising industry into seeing games as a realistic medium is the the challenge.
"No advertiser should even think about building a comprehensive marketing campaign without considering in-game advertising as a key component of their overall advertising spend" commented the CEO for IGA Worldwide, Justin Townsend.
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