Electronic Arts Inc.(EA) has signed deals with Microsoft Corp.'s Massive subsidiary and IGA Worldwide Inc. that focus on delivering advertising through the internet and inserting them into video games.

Through the deal, Massive will deliver advertisements that appear in four of EA's titles for PCs and Microsoft Xbox 360 consoles. The upcoming EA video game "Need for Speed Carbon" will feature ads that change in real-time.

Marketers have been emphasizing their targeting on the typical 18 to 34-year-old male demographic of video game players, but want to make sure the ads won't disrupt a player's experience.

"In a racing game, advertising is not only nice to have, but it's an essential component to create the fiction of being there," says Chip Lange, EA's vice president of online commerce. "This agreement with Massive allows us to vary what relevant ads are served to the game player."

The financial terms of the deal were not disclosed.