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Electronic Arts has announced it has signed a two-year deal with IGA Worldwide to secure in-game advertising for both its EA Sports and racing titles.
Franchises NBA Live, NHL and Madden, as well as NASCAR, Burnout and Need For Speed, will all carry advertising in the future.
"EA is committed to providing both great entertainment experiences for consumers and effective advertising solutions for marketers," said Elizabeth Harz, EA’s senior vice president of global advertising sales.
"Dynamic in-game advertising is an important growth area for our business, and we are excited to partner with IGA to provide industry leading in-game marketing."
EA's in-game advertising deal follows Sports Interactive's announcement that Football Manager is to carry ads.
