Massive’s services have been signed for up to four Xbox 360 and PC titles including Need for Speed Carbon, while IGA will handle the ads in shooter Battlefield 2142 and ‘at least’ two more games.

The financial terms of both deals have not been disclosed. Both deals boast ‘dynamic’ in-game advertising which will update and change automatically, to keep the ads relevant.

EA’s vice president of online commerce Chip Lange said of the Massive deal: “The agreement is a first step in a detailed strategy for serving advertising in a seamless format that doesn’t disrupt gameplay. This allows us to vary what ads are being served to the game player.”

Frank Sagnier, vice president of online and strategic relationships for EA in Europe added: “We are continually looking at how to bring more connected experiences and services to consumers, and working with IGA is a start to building this dimension of our business.”