Microsoft's 'Massive' ad company have seen off the competition from the rival Google ad service, Adscape to secure an advertising deal with Electronic Arts for a number of their sport titles, including the Tiger Woods, NASCAR and Madden series.

The deal will see a number of dynamic advertisements placed throughout many of EA's sports titles, which will be 'tailored by advertisers to target specific groups or areas'. The deal is restricted to the Xbox 360 and PC platforms

The Massive Network provides unprecedented access to the gaming audience through dynamic and targeted delivery of ad messages and the company has already secured a number of high-profile clients such as 2K sports, Atari, Codemasters, Eidos, Konami, Ubisoft and Vivendi.

Source :: Yahoo