Representatives from video games advertising firm Massive Inc., have announced that five of this year’s new EA Sports titles will be incorporated into the Massive Network, allowing for real-time updates of in-game advertising. The five games to debut this year with Massive Network advertising within them are Madden NFL 08 (Xbox 360 and PC versions), NASCAR 08 (Xbox 360), NHL 08 (Xbox 360), Tiger Woods PGA Tour 08 (Xbox 360 and PC) and Skate (Xbox 360). Massive has been a wholly owned subsidiary of Microsoft since May 2006, but it's been unclear how this would affect the company’s interaction with other console manufacturers. However, with PlayStation 3 and Wii versions not included in this deal, it's clear that no cross-console agreements have thus far been made by Massive. The firm has previously signed support for other Electronic Arts games, including Need for Speed: Carbon, while Electronic Arts has also partnered with Massive rival IGA to include dynamic in-game advertising in the PC version of Battlefield 2142. Shelby Cox, Electronic Arts' senior director of in-game advertising, said, "EA is committed to providing both great entertainment experiences for gamers and effective advertising solutions for brands and marketers. Massive has proven its ability to deliver relevant ads in a seamless, nondisruptive way that enhances the realism of the game environment. We look forward to building on the strong progress we've made to date." "We're thrilled to be EA's trusted partner for dynamic in-game advertising for these products," said Cory Van Arsdale, CEO of Massive. "The addition of EA's leading titles to our network represents a tremendous opportunity for brands targeting the youth demographic and sends a clear message that in-game advertising has arrived as a compelling medium for marketers."