– Video game publisher Electronic Arts (NASD: ERTS) plans to take its in-game ad sales
in-house, ending current relationships with in-game ad networks Massive and IGA
Worldwide this year, Mediaweek reported. Starting this summer, with the release
of "Madden NFL 11," EA’s own sales team will sell in-game ads. The
company held its first "upfront" in New York this week for advertisers. It’s
unclear how much of a blow EA’s move will be to Microsoft’s Massive or IGA
Worldwide, which have to date been able to tout EA’s popular games when selling
ads on their respective networks.