Electronic Arts, Dr Pepper sign marketing deal
By
Associated Press
June 25, 2009
|
Electronic Arts Inc., the video game publisher behind games such as "Madden" and "The Sims," said Thursday it signed a "multimillion-dollar" advertising deal with Dr Pepper.
The companies did not disclose exact financial terms. As part of the deal, people who buy Dr Pepper products with special codes will be able to access extra content, like downloads or virtual items, for some of Electronic Arts' games.
"The Sims 3" will be the first title to be part of the marketing campaign, followed by other games throughout 2010.
The deal comes as Electronic Arts continues to broaden its focus on revenue streams beyond selling packaged video game software _ such as downloadable content and in-game ads.
Redwood City, Calif.-based Electronic Arts' shares fell 3 cents to $20.91 in midday trading.
Shares of Plano, Texas-based Dr Pepper Snapple Group rose 23 cents to $21.08.
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