Publisher Electronic Arts has been talking about its advertising partnerships within social games like The Sims Social, which currently has a big deal with Unilever. SVP of global media solutions Dave Madden tells All Things Digital that there are four key ad types currently being used in the company’s games.
First, ads to drive traffic to a brand’s Facebook page to redeem in-game virtual goods – more than 1m Sims Social players got Dove Hair Spa items for the game in this way. Second, in-game quests to earn branded items. Third, brands getting their own tabs of virtual goods in in-game stores – Unilever is doing a Dove one.
And finally, media integrations where players can watch videos to unlock virtual goods – Zynga did this with Enrique Iglesias last year. Also interesting: EA’s ad deals are cross-platform, so will pop up in its mobile games as well as on Facebook.