Electronic Arts Inc. is expecting to see a big revenue boost from in-game advertising during the holidays, reports the Wall Street Journal.(subscription required)

The company estimates it will see up to $5 million in revenue from ads in the game "Need for Speed: Carbon." These in-game ads, which are also called dynamic ads, will show up in games that run on Xbox 360 and personal computers connected to the internet.

Marketers are excited to tap into the 18- to 34-year-old male audience that is spending more time playing games instead of watching television.

Last month Nintento and Sony released their new game consoles; Mark Friedler covered the dual launch in his article "Nintendo/Sony Consoles Offer Ad Ops".

For more insight on in-game marketing, read "6 Steps to Market Your Brand in Games".