But will his tackle improve?

Merging internet ad technology into a number of popular sports games, Microsoft and EA have developed a dynamic in-game ad system for the Xbox 360 and PC platforms.

Ars Technica reports that the deal will enable Microsoft to actually change ads and sponsors that appear within popular sports games, turning ongoing gameplay into fresh income opportunities for potential sponsors, as well as Microsoft and EA.

Madden 08, NASCAR 08, NHL 08, Tiger Woods PGA TOUR 08, and Skate will also feature the dynamic ads. Versions of the games for consoles besides the Xbox 360 and PCs will, for now, feature the usual static ad placements and sponsorships.

According to Reuters, the relationship was made possible by Massive, a game advertising company that Microsoft purchased for $200 million last year.