Celltick has a technology called LiveScreen that will allow EA to send ads for its mobile games and services directly to users' home screens. The controversial game publisher hopes to "reach new customers and expand [its] presence" in Brazil, said an announcement sent out today.
“Mobile games are becoming a major genre on the mobile for usage. We are very happy to partner with EA to deliver high quality mobile games in a targeted manner to consumers,” said Celltick Vice President of Marketing and Business Development Ramgopal Vidyanand.
EA seems to court controversy with every move it makes. That said, maybe smartphone and tablet users in Brazil are totally used to having ads pop up on their home screens.
Is this a strategy that would fly in the U.S.? I doubt it. But if any company is going to try, it will definitely be EA.