TechNewsWorld - "Electronic Arts on Thursday said it has inked a deal with video game advertising network Massive to push ads into its games. The agreement makes a way for Massive, a Microsoft subsidiary, to include a portfolio of Electronics Arts games developed for the Xbox Latest News about Xbox 360 and PCs in Massive's advertising network. Financial terms of the deal were undisclosed. "The agreement with Massive is a first step in a detailed strategy for serving advertising in a seamless format that doesn't disrupt game play," said Chip Lange, EA's vice president of online commerce Find out what Google Checkout can do for your online business.. "In places like a basketball court, football stadium or roadside in a racing game, advertising is not only nice to have, but it's an essential component to create the fiction of being there. This agreement with Massive allows us to vary what relevant ads are served to the game player."