In-game ads firm IGA Worldwide has secured a multi-year deal with Electronic Arts to provide advertising for its sports and racing titles.
The two year deal will cover EA Sports franchises Madden NFL, NBA Live, NASCAR and the NHL series, as well as racers Need for Speed and Burnout.
"We are thrilled at this opportunity to expand our strong relationship with EA and are pleased to have been selected to support EA and Sony on this new venture," commented Justin Townsend, CEO of IGA Worldwide.
"It's exciting that the PS3 has opened up and marketers will now have access to the platform, as this represents a tremendous opportunity for brands targeting a valuable and hard-to-reach audience, plus it sends a clear message that dynamic in-game advertising has arrived as a compelling medium for marketers."
The deal covers dynamic in-game ads, allowing for advertisements to be updated in real-time.
"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."
The announcement sheds light on a Forbes report from this morning, which suggested IGA would be one of the first in-game ads firms to make use of the PlayStation 3 format.