IMS, EA partner up in Latin America

IMS Internet Media Services and Electronic Arts announced a marketing partnership in Latin America on Wednesday. Miami-based IMS, a digital marketing and communications company that partners with businesses seeking to expand into Latin America, will represent dynamic advertising inventory within EA games directed to end users in Latin America, with an early focus in Mexico and Brazil, the companies said.

EA owns some of the world’s top-selling videogame franchises, fan programs and cross-platform digital experiences. With games such as EA SPORTS FIFA, Real Racing3 and Plants vs. Zombies, EA engages with millions of monthly active users in Latin America alone. Across Latin America, game apps are the most popular downloaded mobile content, leading music and videos. “Video ads in EA games have a 2.5 times higher ad recall than television, making it a powerful place for brands to connect with their consumers,” said Dave Madden, Senior Vice President, Global Media Solutions of EA.

Latin America represents $4 billion of a global games market worth over $91 billion in 2015, and touches about 1.9 billion people globally, according to NewZoo Global Games Market Report for 2015.

“With mobile gaming experiencing a compound annual growth rate of 45 percent for 2014-2018, in what is quickly becoming one of the most mobile centric markets in the world, Latin America is a burgeoning gaming market," said Gastón Taratuta, CEO and founder of IMS. "We look forward to connecting brands with players, and providing value to the whole ecosystem through innovative advertising techniques that re-engage gamers as they are served."

IMS, founded a decade ago, is a joint venture with Sony Pictures Television.