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NEW YORK Electronic Arts, publisher of some of the most popular video games on the market, has signed its first major deals to serve dynamic advertising within several of its titles. The company said today that it is has entered partnerships with two of the leading in-game advertising firms: Microsoft-owned Massive Inc. and IGA Partners.
Massive’s new partnership with EA will see it begin serving ads within the latest version of the popular racing game Need for Speed, with several more titles to come, according to officials.
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