EA To Embed Ads In Video Games

Electronics Arts Inc. said Thursday it has inked deals with video game advertising network Massive Inc. and IGA Worldwide to embed ads into its games. The pact highlights the move among video game publishers to explore new revenue streams to help cover the soaring development costs of graphics-intensive titles.

The agreement will enable Massive, a Microsoft Corp. subsidiary, and IGA, to include advertisements in EA's portfolio of games for consoles and PCs. Financial terms of the deal were not disclosed.

Building the ads into the game will require about two months notice, but isn't expected to increase development time, said Trudy Muller, EA spokeswoman. "The ads won't impact game play either, but rather enhance it," she said. Muller said the average video games takes between 12 and 18 months to create, with some graphic intensive games requiring more than two years.

EA will incorporate the ads into football stadiums, basketball courts and roadside in a racing game, for example. More than 50 percent of the games EA publishes are focused on <a = "http: www.easports.com "target="_blank">sports.