EA jumps on the in-game ad bandwagon [update 1]

Reuters is reporting that Electronic Arts has signed deals with Microsoft-owned Massive Inc. and IGA Worldwide to put in-game advertising in up to seven games, including Need for Speed: Carbon and Battlefield: 2142. EA Vice President for Online Commerce Chip Lange promised that this is just the beginning, saying that EA is negotiating with other providers to put ads in many future titles.

While sideline billboards in Madden or racing games won't look out of place, it might be a little jarring to see an ad in the middle of Battlefield's battlefields. It might be worth it if the ads lead to lower prices for games, but we're not holding our breath on that count. How do you feel about ads in your games?

[Update: the AP is reporting that the ads will be automatically updated over broadband connections on the PC and Xbox Live]