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Massive Deal As EA, Microsoft Ink Game Ads Pact

Look for more dynamic advertising in EA titles on the Xbox 360 and on Windows machines, as they expand an existing deal with Microsoft's in-game ad firm, Massive.

Real Weather Comes To Virtual Football

EA Sports title NCAA Football 08 connects to The Weather Channel to make game conditions reflect the real weather in the home team's city.

Microsoft Elbows Google Aside For EA Deal

Microsoft's purchase of Massive, an in-game advertising company, and some executive-swapping, enabled it to beat Google and other competitors for the EA contract.