No I am not talking about the game Brothers in Arms, I am talking about EA and Microsoft getting big time into in-game advertising:

 

“Microsoft subsidiary Massive Inc extended a previously-inked deal to provide in-game advertising for Electronic Arts titles, the company announced.

EA strongly believes that dynamic in-game advertising is an important growth area for our business,” said EA Casual president Kathy Vrabeck. “We selected Massive because they are the industry leader in this space with a global sales footprint, solid brand recognition and in-depth experience in video game advertising.” Massive currently provides in-game advertisements for the PC and Xbox 360 versions of several titles in EA’s Need for Speed series. As part of the extension, the company plans to add a number of EA Sports franchises to its in-game ad service including Madden NFL, NBA Live, NHL and NASCAR.

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