Battlefield 2142 will be the first title from Electronic Arts to incorporate dynamic in-game advertising, under a new deal with IGA Worldwide.
The agreement will see a select portfolio of EA titles incorporated into IGA's network, where games feature contextually relevant advertising.
"The agreement with IGA is a first step in a detailed strategy to deliver advertising in a seamless format," offered Frank Sagnier, VP for online and strategic relationships at EA Europe.
"We are continually looking at how to bring more connected experiences and services to consumers, and working with a network like IGA is a start to building this dimension of our business," he added.
"At IGA, we are establishing a global advertising network with the consumer reach to rival any cable channel, yet with the proven advantages of engagement, measurability and consistently hitting the demographic sweet spot," said Justin Townsend, CEO for IGA Worldwide.
"EA's strategic commitment to the space is one that many leading advertisers have been waiting for, and no advertiser should even think about building a comprehensive marketing campaign without considering in-game advertising as a key component of the overall advertising spend," he commented.