Electronic Arts has done it again. Just when we thought they took in-game advertising to its limit, they turned around and proved us wrong.

EA has signed on with two advertising companies to provide a new type of in-game ad. These new ads will be seen later this year in EA games like Need For Speed: Carbon and Battlefield 2142 for Xbox 360 and PC.

This new "dynamic" form of advertising will allow for updating of advertisements at any time. For example, remember driving around in Need For Speed: Underground 2 and seeing billboards for Burger King and Best Buy? With the power of the internet, EA will be able to change those billboards continuously to reveal new products, or advertise timely sales and clearances.

Although this currently will only affect Xbox 360 and PC versions of the above mentioned titles, future Wii titles could also get this advertising treatment.

Source: Gamespot