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Battlefield 2142 will be the first title from Electronic Arts to incorporate dynamic in-game advertising, under a new deal with IGA Worldwide.
The agreement will see a select portfolio of EA titles incorporated into IGA's network, where games feature contextually relevant advertising.
"The agreement with IGA is a first step in a detailed strategy to deliver advertising in a seamless format," offered Frank Sagnier, VP for online and strategic relationships at EA Europe.