Live game adverts to become a reality

EA (Electronic Arts) is set to become the first game developer and publisher in the world to stream live advertisements into its games

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By  Jason Saundalkar Published  September 4, 2006

EA (Electronic Arts) is set to become the first game developer and publisher in the world to stream live advertisements into its games. The firm just recently signed a deal with two advertising firms. The company, founded in 1982, is the largest video game publisher in the world and has plans to incorporate in-game advertising into its upcoming Need for Speed and Battlefield 2142 titles for the PC and Xbox 360. Three other EA titles are also set to offer live adverts however the names of these were not disclosed. With the current Need for Speed titles, players see exactly the same billboards and adverts along the virtual in-game roads but once live advertising is incorporated into the next version of the driving sim, EA reckons gamers will see a different ad each time they drive past the same billboard. Live adverts will only appear however if the user is connected to the internet while playing. EA admits that advertising of this sort only works with certain game genres and reckons that driving simulators is one of them. In-game advertising company ‘Massive’ is the company responsible for the ad-streaming.

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