Microsoft To Place Ads In Popular EA Videogames

Microsoft Placing Ads In EA Videogames Including "Tiger Woods PGA Tour 08"

Microsoft will place ads in several Electronic Arts videogames, including “Madden NFL 08,” “NASCAR 08,” “NHL 08,” “Tiger Woods PGA Tour 08,” and “Skate,” according to Scott Hillis of REUTERS.  Microsoft last year bought Massive, a company that "acts as a broker" between advertisers and game publishers, for $200M.  The EA deal is a “significant win for Microsoft as it tries to build an early lead over rivals such as Google," which purchased videogame ad service Adscape in March for a reported $23M, in putting ads in video games.  Massive CEO Cory Van Arsdale said of the deal, “We need to build an overall network and this is a major stepping point to have us do that” (REUTERS, 7/26).