Electronic Arts will serve dynamic advertising within several of its titles through Microsoft-owned Massive Inc. and privately held IGA Partners. EA sports titles, such as Madden Football, are not included.

Massive will begin serving in-game ads within the latest version of the popular EA racing game Need for Speed, with several more titles to come, MediaWeek reports (via MediaBuyerPlanner). The deal is limited to games played on Microsoft's Xbox 360. For IGA, the company will similarly begin serving ads within the futuristic war-themed PC game Battlefield 2142, with at least two other titles to be added. Both arrangements are global.

Mainstream companies such as Coca-Cola and automakers Toyota and Honda have already tested the in-game advertising waters to get their ads in front of the sought-after young male demographic that constitutes the user base, points out Reuters. Yankee Group forecasts that in-game advertising is "poised for explosive growth," estimating revenues of $730 million in 2010, compared with $55 million in 2005.