Massive has re-upped to deliver ads in games published by Electronic Arts for a few more years, reports Mediaweek.

The firm will serve ads in games from EA through 2010 under the deal. The long-term nature of the contract is meant to steady the nerves of advertisers who need assurance that what they buy today will be around for the foreseeable future.

The deal gives Massive, which is owned by Microsoft, access to a number of popular games, including Need for Speed, Madden NFL and other titles.

It also puts Massive in a position to work with publishers during the game's development. This enables the company to identify the best opportunities for dynamic in-game advertising.