EA bringing video ads to social games, hires WildTangent's Dave Madden

Dave MaddenAdvertising might be in trouble everywhere else, but in social games it seems to be booming. And EA is riding that gravy train until it runs dry, hiring a new senior VP of global marketing solutions, Dave Madden. A veteran of WildTangent, Madden (no, not that Madden) worked there on BrandBoost, a video advertising platform for social games. Inside Social Games reports that he aims to bring that expertise to the giant publisher. More specifically, Madden plans to bring more direct, but less forceful advertising content to social gamers.

"This biggest challenge [at EA] is engagement scalability by platform," Madden said to ISG. "Our users at EA appreciate content on multiple platforms. The biggest thing we've learned in social gaming is adding value to the user, putting the user in control." In other words, Madden wants to bring ads that users not only have control over, but will actually benefit from in their games. To do this could be simpler than you might think, according to an example the new senior VP provided ISG.

You know the feeling all too well. You hit a wall in your favorite Facebook game when you've run out of Energy. But instead of putting up for more, Madden suggests that players could watch a video ad for some more Energy. You get more Energy; EA gets its precious moola from advertisers; everyone is happy! Hey, at this point, anything beats shelling out cash.

[Image Credit: Inside Social Games]

Is EA onto something with this new proposed ad platform? Would you agree to watch an ad over paying for more Energy? Sound off in the comments. Add Comment.
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