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Massive Inc., a wholly-owned subsidiary of Microsoft, and EA have jointly announced a two-year agreement that would bring dynamic commercials inside games produced at Redwood or at EA's subsidiaries.

The deal would give companies and brands all over the world direct exposure to a highly-coveted segment of population (young males aged 18 to 35) and would on the other side make the in-game "props" more realistic. For now, Massive only targets the PC and the Xbox 360 platforms, with with the expected uprise of the PlayStation 3 this year, things could expand on that platform too.

Until now, Massive has been the "virtual vehicle" for companies like Ford Motor Co., Rogers (Canada) or Puma (Europe), but the clients portfolio is set to expand with Opel or MindShare.

EA plans to broaden the inception of advertisements in some of its already-famous franchises (like Need for Speed Carbon and NFS ProStreet, which have already benefited from Massive's campaigns), but also seeks to expand its partnership with Microsoft's subsidiary by including another racing title, Burnout Paradise, and the EA SPORTS franchises that it currently owns (Madden NFL Football, NBA Live Basketball, NASCAR and NHL Hockey).

By providing certainty around Massive’s ad inventory for years into the future, the multiyear agreement enables advertisers to plan in-game advertising on a calendar year basis as part of a holistic campaign development process alongside other mediums such as TV, online and print media.