EXCLUSIVE: Online entertainment & media company Spiral Media has announced that it's penned a deal with global games giant Electronic Arts (EA) to bring new ad opportunities to Australia.

The new relationship will allow Spiral the opportunity to represent display advertising in and around EA games here, as well as in Singapore, Malaysia and Philippines.

Spiral says one in three people play a video game daily, “presenting a new era of digital advertising opportunities through fun and effective in-game advertising that provides a natural way to reach this digitally-connected audience.”

With the majority of gaming now online, Spiral said the partnership with EA opens up opportunities to “seamlessly deliver advertising and execute a range of branding and acquisition strategies".

This collaboration expands Spiral’s in-game specialisation from social and Facebook to console and mobile, targeting specific audience segments with EA’s blockbuster brands including, FIFA, Real Racing 3, Monopoly, The Sims and Need For Speed.

Scott Wenkart (pictured), CEO Spiral Media, said: “This relationship ensures we will continue expanding our in-game media offering for our clients across new gaming platforms on mobile and consoles. Our model is to provide access to top tier gaming environments and provide leading and scalable media solutions that deliver highly effective media campaigns.

"As our client portfolio continues to grow the addition of EA’s best known games will deliver scale to Spiral’s business. It’s a great win for our team and clients. "

Aaron Lassila, global director of media solutions at EA, added: “Spiral Media has a fantastic reputation across the Asia Pacific market, and is renowned for their strong relationships with brand advertisers and agencies.

 “Brands who engage with consumers through our content see unparalleled engagement compared to other ad formats, and this relationship will open new opportunities across Asia.”