Evolve Media is now “in the game,” courtesy of a new Canadian sales agreement with Electronic Arts (EA).
As part of the new agreement, Evolve Media is now representing all mobile and console in-game advertising inventory for EA, which features leading sports titles including the Madden, NHL and FIFA series, as well as the Need for Speed and SimCity franchises, and the popular mobile series Plants Vs. Zombies among its library of titles.
Evolve will represent EA titles through its Apex Mobile Media division. Inventory will include interactive video, dynamic in-game ads, mobile interstitials and mobile rich media.
EA has long promoted the realism of its sports video games with the slogan “It’s in the game,” and that is also true of advertising.
A 2015 article in The Wall Street Journal, for example, noted major advertisers were flocking to EA titles like Madden. Automotive brand GMC, for example, ran ads that mimicked its sponsorship of NFL telecasts. The seven-second video ads were presented as the “GMC Never Say Never Moments of the Game.”
Dave Madden, EA’s senior vice-president of global media solutions, is bullish on in-game advertising, particularly in the mobile space. In a 2014 article, VentureBeat.com quoted Madden as saying mobile gaming would one day become the largest advertising platform in the world.
“We are elated to represent the EA portfolio and its innovative brand opportunities in the Canadian market,” said Walder Amaya, executive vice-president of international sales and operations at Evolve. “The in-game opportunities allow Apex Mobile Media to create highly targeted customized programs for Canadian marketers looking to align their message with world class audiences.”
EA does not break out revenue for in-game advertising, but said in its fourth quarter earnings report earlier this year that subscriptions, advertising and other digital revenue for the quarter totalled US$95 million, a $4 million increase over the previous year.
The deal comes just under a year after EA announced a similar deal with IMS Internet Media Services to sell dynamic ads in EA games directed towards audiences in Latin America, with a preliminary emphasis on Mexico and Brazil.
In the accompanying release, Madden said video ads in EA titles had a 2.5 greater recall than TV, “making it a powerful place for brands to connect with their consumers.”
