A portfolio of EA games are to be incorporated into the IGA network, the first of which is to be Battlefield 2142. Players of the game will see ads "integrated into contextually relevant game environments across the platforms and across the geographies where they play."

The agreement will include at least two additional titles from EA, both of which will feature dynamic ads served by IGA.

"Consumers are increasingly gaming in deep, virtual worlds and advertisers need adapted ways to reach these audiences," said Frank Sagnier, Vice President for Online and Strategic Relationships for EA in Europe. "The agreement with IGA is a first step in a detailed strategy to deliver advertising in a seamless format. We are continually looking at how to bring more connected experiences and services to consumers, and working with a network like IGA is a start to building this dimension of our business."

This news comes after EA announced an agreement with Massive Incorporated to deliver in-game ads to PC and Xbox 360 games, and once again shows the company's belief in in-game advertising.