Electronic Arts To Serve In-Game Ads

Electronic Arts, the world's largest video game publisher, will start serving ads to players while their games are in progress, thanks to new deals with two ad networks, Massive Inc. and IGA Worldwide. Both networks offer technology platforms that allow game publishers and developers to insert dynamic, in-game ads in their titles. The ad placements often take the form of "outdoor" ads such as posters and billboards, served in the game's virtual environment.