Last updated on April 24, 2014 at 21:24 EDT

Madhouse assists in the cooperation of Jaguar and Electronic Arts in Mobile Games

March 25, 2013

SHANGHAI, March 25, 2013 /PRNewswire/ — Madhouse, the leading mobile advertising network and mobile marketing service provider in China, has helped to integrate Jaguar’s new F-TYPE sports car in the Need for Speed Most Wanted OL, one of the most well-known mobile online game by EA, which determines Jaguar and EA will achieve a cross-partnership cooperation in mobile games.

Founded in 2006 in Shanghai, Madhouse is China’s leading one-stop mobile marketing services partner. Madhouse’s SmartMad is China’s largest and most established mobile ad network and its OptiMad provides the industry leading mobile demand-side optimization services. The company has over 200 employees in Shanghai, Beijing, and Guangzhou, and has offices in Mumbai, New Delhi, and Bangalore, India.

“As a one-stop mobile marketing service provider, we always seek to provide customers with the most suitable mobile marketing solutions, at the same time to reach a deep and flexible cooperation with partners,” said Joshua Maa, the founder and CEO of Madhouse. “Last year we helped to integrate the Jaguar XKR in the Need for Speed SHIFT 2, making lots of brand exposure and promotion. Based on last year’s successful experience, this time we chose the Need For Speed Most Wanted OL for the Jaguar F-TYPE sports car, mainly based on the association of the product and the game, the fitness of the brand and the game’s theme, as well as the consistency of the users and game players, which we think would eventually decide the quality and the effectiveness of this integration.”

By this cross-partnership cooperation, the Jaguar F-TYPE sports car will feature as one of the main car selections in The Need for Speed: Most Wanted OL, with a shortcut through the Grading race and an exclusive racing map setting. At the same time, players will experience the virtual driving pleasure, better understanding of the performance and as well as the features of the car, and the opportunity to promote the Jaguar brand well. “Compared with other forms of mobile advertising method, this kind of highly customized integration will meet our original intention of branding,” said Che Yanhua, Executive Vice President of Jaguar China.

Need for Speed: Most Wanted OL is EA’s free mobile online racing game based on SNS. Besides the extremely realistic scenes and the exciting racing speed, it also provides social interaction between players with Time Shift Multiplay(TM). “In the future EA will continue to explore more business models for mobile games, to make mobile games a new marketing platform,” said Jim Lee, General Manager of EA Mobile China.

SOURCE Madhouse Inc.

Source: PR Newswire