Closely aligning with premium video game content and reaching our target consumers when and where theyre engrossed in the entertainment experience is central to our marketing strategy, said Tabitha Hayes, Director of Marketing for EA.

Teaming with Metacafe as the charter sponsor of its new Video Games hub is an effective and efficient way for us to build further awareness for Need for Speed Shift.Content partners include IGN and GamePro. Additional content and new content partners will be integrated into the hub in the coming weeks and months.Metacafe said it will promote its video games hub across the site so users can find the entertainment content they are looking for and provide brand extension for its hub sponsors.Metacafes other recently launched hubs include TV Clips, Movie Trailers, Music Videos and Sports Highlights.