Electronic Arts and Massive Inc., a wholly owned subsidiary of Microsoft Corp. and a leading network for video game advertising, today announced an expansion and two-year extension of their agreement to offer dynamic in-game advertising for EA video games. Under the new agreement dynamic ads will be incorporated into a number of titles including the next two editions of EA's Madden NFL football, NBA LIVE basketball, NASCAR racing and NHL hockey. Massive will continue to be the exclusive in-game ad network for the PC and Xbox 360 versions of EA’s Need for Speed Carbon and Need for Speed ProStreet. Massive will also try to incorporate dynamic advertising into another popular EA racing title, Burnout Paradise. "EA strongly believes that dynamic in-game advertising is an important growth area for our business, and is one of many opportunities we are pursuing in growing the advertising market," said Kathy Vrabeck, president of the Casual Entertainment Label at EA. "We selected Massive because they are the industry leader in this space with a global sales footprint, solid brand recognition and in-depth experience in video game advertising." Source: Massive Inc.