GameDailyBiz reports on EA's deal with two in-game ad companies
. They've announced a partnership with Massive, Inc. and IGA Worldwide to incorporate dynamic advertising into some of their most popular games. From the article: "The first title to utilize Massive's dynamic in-game advertising will be the upcoming Need for Speed Carbon. Gamers 'will see both static and dynamic brand presence integrated into the game environments, across the platforms and across the geographies where they play' ... The DICE developed Battlefield 2142 will be the initial title to incorporate IGA's dynamic advertising. Following Battlefield, 'at least two additional EA titles' will be integrated into IGA's network through the course of the deal."