WSJ.com - Electronic Arts Reaches Deals With Microsoft's Massive, IGA To Insert Ads Into Games

"Electronic Arts Inc. joined an emerging effort to transform games into a medium for marketers, reaching agreements to distribute advertisements over the Internet into the titles of the world's largest games publisher.
EA of Redwood City, Calif., signed deals with two companies -- Microsoft Corp.'s Massive subsidiary and IGA Worldwide Inc. -- that specialize in delivering advertisements over the Internet and inserting them into the action of games. EA said Massive will deliver advertisements that appear in up to four of its titles for PCs and Microsoft Xbox 360 console, starting with Need for Speed Carbon, a new version of EA's best-selling racing game due out this fall. EA said IGA will distribute ads into a 'portfolio' of EA games, including the PC combat game Battlefield 2142.
The companies didn't disclose financial terms."