Electronic Arts signs video game ad deals

"Electronic Arts Inc. , the world's biggest video game publisher, said on Thursday it had struck deals with two in-game advertising providers, taking its first steps into the online advertising business.
Redwood City, California-based EA said its agreement with Massive Inc., which Microsoft Corp. bought earlier this year, will include up to four video games. The first of those will be 'Need for Speed: Carbon,' the latest iteration of its popular racing series due in late October."