Electronic Arts today announced that it has extended its agreement with Massive (a subsidiary of Microsoft) to offer “dynamic in-game advertising” in its upcoming releases for the Xbox 360 and PC.

“EA strongly believes that dynamic in-game advertising is an important growth area for our business, and is one of many opportunities we are pursuing in growing the advertising market,” said Kathy Vrabeck, president of the Casual Entertainment Label at EA.

“We selected Massive because they are the industry leader in this space with a global sales footprint, solid brand recognition and in-depth experience in video game advertising.”