Microsoft signs in-game advertising deal with EA

Microsoft has signed a deal to provide dynamic in-game advertising for EA's PC and Xbox 360 sports titles.

The deal covers Madden, NASCAR, Tiger Woods, NHL, and the upcoming Skate game.

"The real issue here is that we're making a network play. If I just had 'Madden,' while great, it would be of limited value to advertisers," said Cory Van Arsdale, chief executive of Massive told Reuters. "We need to build an overall network and this is a major stepping point to have us do that."

Microsoft bought Massive last year for USD 200 million. Google bought rival game ad company Adscape for USD 23 million in March, and had made a bid for the EA deal.

Financial details of Microsoft's deal with EA were not disclosed. Last week, Microsoft's Peter Moore announced that he was leaving the company to head EA Sports.