US video game powerhouse Electronic Arts (EA) announced deals to craft updatable advertising into software for games made for personal computers and Xbox 360 consoles.

Microsoft subsidiary Massive Incorporated will build “dynamic ads” into EA titles, beginning with a car racing game titled “Need for Speed Carbon,” the companies said in a release.

Independent in-game advertising network IGA Worldwide will design similar ads into the yet-to-be-released futuristic war game Battlefield 2142 and other titles, according to EA.

“Dynamic advertising opportunities in top EA titles represents an unprecedented marketing opportunity for advertisers to target the youth demographic in the most engaging medium,” said Massive chief executive Mitchell Davis.

EA is a leader in the video game industry with hit games including The Sims, 2006 FIFA World Cup, Madden Football, and titles based on characters such as Harry Potter, Batman, Superman, and James Bond.

The companies did not disclose the financial terms of the advertising deals or complete lists of EA games slated to have ads displayed in scenes.

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