Massive Incorporated Press Release - In Game Advertsing for Video Games

NEW YORK — July 25, 2007 — Massive Inc., a wholly owned subsidiary of Microsoft Corp. and a leading network for video game advertising, and Electronic Arts Inc. (EA) today announced the incorporation of five premier titles from EA. All the titles will be live in the Massive Network this year.

The EA titles joining the Massive Network include the year’s most anticipated new releases and perennial best-sellers in their respective categories:

• “Madden NFL 08” (Xbox 360™ and PC)
• “NASCAR® 08” (Xbox 360)
• “NHL® 08” (Xbox 360)
• “Tiger Woods PGA TOUR® 08” (Xbox 360 and PC)
• “SKATE” (Xbox 360)

“SKATE” is EA’s highly anticipated entrant in the skateboarding genre and is set in urban environments, well suited for integrating real-world brands. EA’s titles deliver incredibly realistic gaming experiences, in which advertising fits naturally as part of the gameplay experience.

Shelby Cox, EA’s senior director of in-game advertising, said, “EA is committed to providing both great entertainment experiences for gamers and effective advertising solutions for brands and marketers. Massive has proven its ability to deliver relevant ads in a seamless, nondisruptive way that enhances the realism of the game environment. We look forward to building on the strong progress we’ve made to date.”

The addition of EA’s leading franchises will greatly increase the range of dynamic in-game ad opportunities available to marketers looking to reach and engage the gaming audience. “The addition of these top EA titles to Massive’s growing network provides the means to reach consumers with contextual brand messages across a variety of popular sports titles that were previously unavailable for dynamic ad insertion. This is a huge win for brand marketers,” said Brian Bos, vice president, convergence director at Mindshare – Team Detroit.

Massive’s dynamic advertising platform allows for in-game ad elements to be updated and changed in real time, keeping ads fresh and relevant for gamers. EA’s development teams work closely with Massive to ensure that advertising is placed in areas that fit within the game environment.

“We’re thrilled to be EA’s trusted partner for dynamic in-game advertising for these products,” said Cory Van Arsdale, CEO of Massive. “The addition of EA’s leading titles to our network represents a tremendous opportunity for brands targeting the youth demographic and sends a clear message that in-game advertising has arrived as a compelling medium for marketers.”

About Electronic Arts
Electronic Arts Inc. (EA) (NASDAQ: ERTS), headquartered in Redwood City, California, is the world’s leading interactive entertainment software company. Founded in 1982, the company develops, publishes, and distributes interactive software worldwide for videogame systems, personal computers and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS™, EA™, EA SPORTS BIG™ and POGO™. In fiscal 2006, EA posted revenue of $2.95 billion and had 27 titles that sold more than one million copies. EA’s homepage and online game site is www.ea.com. More information about EA’s products and full text of press releases can be found on the Internet at http://info.ea.com.

About Massive Inc.
Massive Inc., a wholly owned subsidiary of Microsoft, is the creator of a leading network for dynamic video game advertising. With 40 game publisher partners and more than 100 committed titles, the Massive Network offers advertisers the ability to reach an aggregated gaming audience in real time across multiple platforms. Over 100 blue-chip advertisers have run campaigns across the Massive Network throughout North America and Europe. More information can be found online at http://www.massiveincorporated.com.

About Microsoft
Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

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EA, EA SPORTS, EA SPORTS BIG, and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S and/or other countries. NFL, Madden, NHL, NASCAR, Tiger Woods and PGA TOUR are trademarks of their respective owners and used with permission. All other trademarks are the property of their respective owners.

For more information, press only:
Amy Janzen, SutherlandGold for Microsoft, (917) 209-6819, amy@sutherlandgold.com

Note to editors: If you are interested in viewing additional information on Microsoft, please visit the Microsoft® Web page at http://www.microsoft.com/presspass on Microsoft’s corporate information pages. Web links, telephone numbers and titles were correct at time of publication, but may since have changed. For additional assistance, journalists and analysts may contact Microsoft’s Rapid Response Team or other appropriate contacts listed at http://www.microsoft.com/presspass/contactpr.mspx.


	Premier EA Titles to Go Live in Massive Network
	“Madden NFL 08,” “NASCAR 08,” “NHL 08,” “Tiger Woods PGA TOUR 08” and “SKATE” added to leading video game advertising network. NEW YORK — July 25, 2007 — Massive Inc., a wholly owned subsidiary of Microsoft Corp. and a leading network for video game advertising, and Electronic Arts Inc. (EA) today announced the incorporation of five premier titles from EA. All the titles will be live in the Massive Network this year. The EA titles joining the Massive Network include the year’s most anticipated new releases and perennial best-sellers in their respective categories: • “Madden NFL 08” (Xbox 360™ and PC) • “NASCAR® 08” (Xbox 360) • “NHL® 08” (Xbox 360) • “Tiger Woods PGA TOUR® 08” (Xbox 360 and PC) • “SKATE” (Xbox 360) “SKATE” is EA’s highly anticipated entrant in the skateboarding genre and is set in urban environments, well suited for integrating real-world brands. EA’s titles deliver incredibly realistic gaming experiences, in which advertising fits naturally as part of the gameplay experience. Shelby Cox, EA’s senior director of in-game advertising, said, “EA is committed to providing both great entertainment experiences for gamers and effective advertising solutions for brands and marketers. Massive has proven its ability to deliver relevant ads in a seamless, nondisruptive way that enhances the realism of the game environment. We look forward to building on the strong progress we’ve made to date.” The addition of EA’s leading franchises will greatly increase the range of dynamic in-game ad opportunities available to marketers looking to reach and engage the gaming audience. “The addition of these top EA titles to Massive’s growing network provides the means to reach consumers with contextual brand messages across a variety of popular sports titles that were previously unavailable for dynamic ad insertion. This is a huge win for brand marketers,” said Brian Bos, vice president, convergence director at Mindshare – Team Detroit. Massive’s dynamic advertising platform allows for in-game ad elements to be updated and changed in real time, keeping ads fresh and relevant for gamers. EA’s development teams work closely with Massive to ensure that advertising is placed in areas that fit within the game environment. “We’re thrilled to be EA’s trusted partner for dynamic in-game advertising for these products,” said Cory Van Arsdale, CEO of Massive. “The addition of EA’s leading titles to our network represents a tremendous opportunity for brands targeting the youth demographic and sends a clear message that in-game advertising has arrived as a compelling medium for marketers.” About Electronic Arts Electronic Arts Inc. (EA) (NASDAQ: ERTS), headquartered in Redwood City, California, is the world’s leading interactive entertainment software company. Founded in 1982, the company develops, publishes, and distributes interactive software worldwide for videogame systems, personal computers and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS™, EA™, EA SPORTS BIG™ and POGO™. In fiscal 2006, EA posted revenue of $2.95 billion and had 27 titles that sold more than one million copies. EA’s homepage and online game site is www.ea.com. More information about EA’s products and full text of press releases can be found on the Internet at http://info.ea.com. About Massive Inc. Massive Inc., a wholly owned subsidiary of Microsoft, is the creator of a leading network for dynamic video game advertising. With 40 game publisher partners and more than 100 committed titles, the Massive Network offers advertisers the ability to reach an aggregated gaming audience in real time across multiple platforms. Over 100 blue-chip advertisers have run campaigns across the Massive Network throughout North America and Europe. More information can be found online at http://www.massiveincorporated.com. About Microsoft Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential. ######### EA, EA SPORTS, EA SPORTS BIG, and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S and/or other countries. NFL, Madden, NHL, NASCAR, Tiger Woods and PGA TOUR are trademarks of their respective owners and used with permission. All other trademarks are the property of their respective owners. For more information, press only: Amy Janzen, SutherlandGold for Microsoft, (917) 209-6819, amy@sutherlandgold.com Note to editors: If you are interested in viewing additional information on Microsoft, please visit the Microsoft® Web page at http://www.microsoft.com/presspass on Microsoft’s corporate information pages. Web links, telephone numbers and titles were correct at time of publication, but may since have changed. For additional assistance, journalists and analysts may contact Microsoft’s Rapid Response Team or other appropriate contacts listed at http://www.microsoft.com/presspass/contactpr.mspx.