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Videogame publishing giant Electronic Arts is planning to take all of its ad sales in-house, meaning that it will end its relationships with in-game ad companies Massive Inc. and IGA Worldwide sometime this year.
The move represents a major blow to the still nascent “dynamic” in-game ad sector, given the reach and cachet that EA commands as the world’s largest game publisher. Both Massive, which is owned by Microsoft, and struggling IGA had used marquee EA titles like Madden NFL football, NBA Live and Need for Speed as centerpieces of their ad-sales strategies.
But,
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