EA's Dynamic Ad Blitz

The company's plan to include rotating ads in its video games has huge potential. But will players feel compelledor annoyed?

Electronic Arts' (ERTS) slogan "It's in the game" has a whole new meaning. For the first time, the world's No. 1 independent game maker is bringing "dynamic" advertising—vs. the static billboards that currently appear—to a Web-connected console near you.

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