The release of Madden NFL 11 this summer will mark the beginning of a new shift in policy for publisher Electronic Arts—they will sell all the in-game advertisements themselves.
Previously the company had relied on third-party in-game ad specialists, such as Massive Inc. and IGA Worldwide reports MediaWeek. EA’s Senior Vice President of Global Media Sales Elizabeth Harz said the move would allow EA to offer more elaborate,” integrated packages to advertisers.”
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