Scott Hillis at Reuters reports that Microsoft’s Massive video game ad unit has signed a deal with Electronic Arts for ads in their vastly popular sports games. The deal includes the PC and Xbox 360 versions of “Madden” football, “NASCAR,” “Tiger Woods” golf, “NHL” hockey and the upcoming “Skate” skateboarding games. Financial terms were not revealed. While it wasn’t explicitly described as such, this looks like at least a partial continuation of a similar agreement EA signed with Massive last year.
The official announcement says ”Peter Moore Resigns From Microsoft to Return to Northern California,” but the head honcho on Microsoft’s struggling Xbox gaming console has in fact gone to Electronic Arts as head of EA Sports reporting to CEO John Riccitiello. Apparently the deal was done last month, but delayed until Microsoft could select a replacement.
In a bit of industry musical chairs, that replacement is the former president of Electronic Arts Worldwide, Don Mattrick, who joined Microsoft as an advisor back in February. Mattrick will take over as the senior vice president of Microsoft’s Interactive Entertainment Business (IEB), which includes the Xbox and Games for Windows businesses, on July 30. He certainly has his work cut out for him and while there’s little hope he can ever make the Xbox look like it was a good Microsoft investment, his immediate goal must be to at least start making a profit on it.
Former president of Electronic Arts Worldwide Don Mattrick has joined Microsoft as a strategic adviser for the Entertainment and Devices group. Details of Mattrick’s new duties are vague, but Peter Moore has compared his arrival to a baseball superstar signing with the Yankees. Meaning he’ll choke come playoffs?
While most excited about contributing to Xbox Live’s growth, Mattrick will extend his advice beyond games, reaching out to J Allard and the Zune crew.
There’s more relationship details at the link, but I’d say heck with the playoffs as long as Mattrick helps Entertainment and Devices show a profit on something.
From the AP:
Video game publisher Electronic Arts Inc. on Thursday said it has signed a deal with video game advertiser Massive Inc. to incorporate ads into its games.
Under the agreement, Massive, a Microsoft Corp. subsidiary, will include in its advertising network a portfolio of Electronic Arts games developed for the Xbox 360 and PCs. Financial terms were not disclosed.
Another success for Massive which Microsoft acquired in May, particularly considering Electronic Arts’ importance in the game publishing business.
Update: Electronic Arts also did a separate deal with IGA Worldwide for advertising in other games in its stable.