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Kotaku
EA just signed a deal with Microsoft-owned advertising company Massive to put realtime, dynamic ads into five of EA's upcoming titles: Madden NFL 08 (Xbox 360, PC), NASCAR 08 (Xbox 360), NHL 08 (Xbox 360), Tiger Woods PGA Tour 08 (Xbox 360, PC) and Skate (Xbox 360).
In-game billboards will download new content via broadband connection and brainwash you accordingly, with pricing determined by the amount of time the ad is on screen. And while I have no issues with ads for realism, it's our bandwidth that is paying...ahh, never mind. It's useless to fight these corporate giants. Until Lara Croft's jigglies are replaced with 2-liters of Coca Cola, I'm not complaining. And even then, things won't be that different.
As for Sony not being involved with this advertisement...we may see those effects on spreadsheets down the road.
Game Ads in Realtime [underdark]
