Electronic Arts Places Dynamic Advertising in Video Games

YORK, Pa. (AdAge.com) -- The nascent in-game video advertising market got a boost today as Electronic Arts, the world's largest game developer, inked key deals and promised more to come. 

Games for Xbox, PCs EA said it will place dynamic advertising from Massive, the in-game ad network bought by Microsoft earlier this year, and from IGA Worldwide into a handful of Xbox 360 and PC titles this fall.

Dynamic ads in games can be changed and updated via web connection, while more traditional in-game advertising, such as billboards, require long lead times and cannot be refreshed. The publicized deals by EA put a virtual stamp of approval on the dynamic concept, and may convince more reticent marketers to try in-game advertising.