Joystiq asked EA to clarify this technology as there still seems to be some confusion (announcement be damned). An EA spokesperson stated, "It does not capture personal data such as cookies, account login detail, or surfing history." EA's statement to Joystiq can be found after the break.
In case you didn't read EA's letter in our post yesterday morning, please allow us to quote it to emphasize their clarification:
"IF YOU DO NOT WANT IGA TO COLLECT, USE, STORE OR TRANSMIT THE DATA DESCRIBED IN THIS SECTION, DO NOT INSTALL OR PLAY THE SOFTWARE ON ANY PLATFORM THAT IS USED TO CONNECT TO THE INTERNET."
If you want to play Battlefield 2142 or Need for Speed: Carbon, you'll just have to accept the consequences. IGA Worldwide -- the company taking your IP address and placing the ads in the game -- states on their website that "70% of gamers [are] saying that advertisements inside computer and video games help improve the realism of the gaming experience."
We're still waiting for EA to respond to several followup questions and will update this post when they do. Continue reading for their statement to Joystiq:
Electronic Arts statement (unedited):
The advertising program in Battlefield 2142 does not access any files which are not directly related to the game. It does not capture personal data such as cookies, account login detail, or surfing history.
BF 2142 delivers ads by region. The advertising system uses a player's IP address to determine the region of the player, assisting to serve the appropriate ads by region and language. For instance, a player in Paris might be presented with ads in French. The information collected will not be repurposed for other uses.
Battlefield 2142 also tracks "impression data" related to in-game advertisements: location of a billboard in the game, brand advertised, duration of advertisement impression, etc. This information is used to help advertisers qualify the reach of a given advertisement.