IGA Worldwide today announced a two-year agreement with Electronic Arts to serve in-game advertising for its PS3 titles including Madden NFL football, NBA LIVE basketball, NASCAR racing, NHL hockey, Need for Speed and Burnout.

"We are thrilled at this opportunity to expand our strong relationship with EA and are pleased to have been selected to support EA and Sony on this new venture," said Justin Townsend, CEO of IGA Worldwide. "It's exciting that the PS3 has opened up and marketers will now have access to the platform, as this represents a tremendous opportunity for brands targeting a valuable and hard-to-reach audience, plus it sends a clear message that dynamic in-game advertising has arrived as a compelling medium for marketers."

IGA's dynamic in-game advertising platform allows for in-game ad elements to be updated in real time, keeping ads fresh and relevant to each gamer.

"EA is committed to providing both great entertainment experiences for consumers and effective advertising solutions for marketers," said Elizabeth Harz, EA's Senior Vice President of Global Advertising Sales. "Dynamic in-game advertising is an important growth area for our business, and we are excited to partner with IGA to provide industry leading in-game marketing."