Game publisher Electronic Arts Inc. announced yesterday that it has inked deals with two ad companies that will stream live advertising into its games.
Players of the latest version of EA’s Need for Speed see the same billboard ads on the side of the virtual roads whenever they play the street-racing game. But with live ads streamed via the Internet in the next version of the game, players could see different ads every time they turn the game on.
[…] “Some areas naturally support the advertising,” said Chip Lange, EA’s vice president of online commerce. “If you drive around an urban environment and there’s no advertising, the space feels naked — and if the advertising is dated, the game feels old.”