Thanks to this agreement between Microsoft’s Massive Inc. and Electronic Arts, the gamers will experience new dynamic ads while playing. The advertisers will be allowed to modify their ads’ content even once the title has been released.

This move seems to be an important opportunity for business organizations and brands for targeting the youth demographic and sending their message. This agreement also seems to say that the time of in-game advertising has finally come, as the new media are extremely innovative and accessible on the market.

"The addition of EA's leading titles to our network represents a tremendous opportunity for brands targeting the youth demographic and sends a clear message that in-game advertising has arrived as a compelling medium for marketers," Massive CEO Cory Van Arsdale said.

On the other hand it has not been yet anticipated how gamers will react to this new type of advertising, although it is quite sure that a certain amount of advertising in sport-based games can actually make them appear more authentic and realist.

The agreement between Microsoft’ Massive Inc. and the popular publisher Electronic Arts comes only a year after Anarchy Online featured a Toyota ad also by Massive Inc..

Massive Inc. was bought last year by Microsoft as a strategic move of the company to gain a stronger platform on the new medium.