Called dynamic ads, the new forms of in-game promotion differ from previous examples of in-game ads, which cannot be changed and therefore fall out of date.
Now a billboard in EA's car game 'Need For Speed: Carbon', scheduled for release in October, can house a soft drinks ad at first but could be changed to show a clothing ad.
The ads can be updated as long as the user's computer is connected to the internet. This will also work on the new generation of games consoles such as Microsoft's Xbox 360 and Sony's as-yet-unavailable PlayStation3, because they can be connected to the internet if users desire.
EA has made separate deals with two in-game advertising agencies, Massive and IGA Worldwide, each covering different games.
'Need for Speed: Carbon' and up to three other games will be handled by Massive. Combat game 'Battlefield 2142', due for a mid-October release, and up to two other games will be handled by IGA Worldwide.
Justin Townsend, IGA chief executive, said: "EA's strategic commitment to the space is one that leading advertisers have been waiting for."
The in-game ad market in 2005 has been estimated at $55m (拢28.9m) by market researcher Yankee Group, which forecast it will grow to $730m by 2010.
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